Environmental Awareness Through Digital Media: Impact And Reach
DOI:
https://doi.org/10.64252/ca6n3g68Keywords:
Digital Media, Environmental Awareness, Public Engagement, Behavioral Change, Social Platforms.Abstract
Background: Environmental degradation poses a critical threat globally, necessitating heightened public awareness and sustainable behavior. With the rise of digital platforms, environmental communication has evolved, offering new possibilities for wide-reaching engagement and behavioral influence.
Objective: To assess the impact and reach of environmental awareness campaigns delivered through digital media, with a focus on user engagement and behavioral outcomes across platforms.
Methods: A mixed-methods design was employed, comprising content analysis of 90 environmentally themed posts from YouTube, Instagram, and Twitter/X, alongside survey data from 300 digital media users aged 18–45. Data were analysed using sentiment analysis, frequency metrics, and statistical tests.
Results: YouTube generated the highest average engagement (1,200 likes, 300 shares, 400 comments), with 72% positive sentiment. Among respondents, 72% shared content, 68% reduced plastic use, and 54% practiced energy conservation, though only 39% participated in environmental campaigns. Younger users aged 18–30 exhibited the highest responsiveness.
Conclusion: Digital media plays a significant role in shaping environmental awareness and encouraging modest behavioral change. Strategic, platform-specific messaging can enhance real-world impact.
