An Era Of Digitalisation In An Environmental Activism

Khushi Parihar, Indore Institute of Law

ABSTRACT

“We won’t have a society if we destroy the environment” -Margaret Mead

This paper investigates how social media influence public opinion in India regarding digital environmental activism. Environmental movements now rely heavily on the digital landscape as a crucial platform for gaining support, spreading awareness, and influencing policy. Twitter, Facebook, and Instagram are important social media platforms for quickly and widely disseminating information across social and economic boundaries. The efficacy of social media campaigns by analyzing key environmental movements in India, such as the "Trashtag challenge" and "Chipko 2.0" campaigns. This study examines media to engage the public, frame environmental issues, and create virtual communities of practice. Using content analysis and sentiment analysis on social media posts, the study looks into how these movements use social media to spread environmental narratives and patterns in public engagement. Social media fosters participatory culture, promotes real-time dialogue between activists, experts, and the general public, and enhances collective understanding of environmental issues by promoting marginalized voices. A growing number of digital campaigns have been launched in India to address a variety of ecological challenges, including air and water pollution, deforestation, and climate change. Social media platforms like Facebook, Twitter, Instagram, and WhatsApp have become essential for quickly and effectively disseminating information, bridging geographical divides, and engaging a wider audience. These platforms are utilized by environmental activists and groups to bring attention to pressing issues, provide real-time updates, and organize virtual protests and events. Web-based entertainment in India fundamentally impacts natural developments through visual, intelligent, and moving subjects, cultivating local area and aggregate activity through hashtags like #oceancleanup,# Trashtag challenge and#Climate Strike.

Keywords: Digital Environmental Activism, Social Media, Environmental Movements, Public Opinion.