Construction of Environmental Activism in the Digital Age: Challenges and Opportunities

Environmental activism is primarily associated with protests conducted by various environmental organizations; however, it is a multifaceted concept encompassing a wide spectrum of activities. This chapter aims to understand environmental activism in digital age in terms of online reach and actual offline engagement. Adopting an interdisciplinary approach, a systematic investigation of the economic, social, and political ramifications of environmental activism using a case study involving YouTube videos is carried out. The rise of social media has transformed environmental activism but concerns about its susceptibility to overuse and exploitation have emerged. Online empowerment of influencers can lead to “slacktivism” and echo chambers, hindering genuine engagement. False information spreads quickly, amplified by polarization, challenging truth discernment. Relying solely on social media metrics may not accurately gauge the impact of environmental efforts. Selective information biases create asymmetric information among followers, compromising activism success. Media propaganda shapes pro-environmental behaviors, but the true influence of social media on engagement remains debated. Overcoming these challenges requires responsible social media use, fostering informed engagement, and verifying information authenticity. Genuine environmental activism necessitates a collective, bottom-up approach prioritizing quality over quantity. To achieve meaningful engagement, activists must promote honest and open conversations with individuals, focusing on long-term environmental welfare. By acknowledging these factors, digital environmental activism can effectively contribute to sustainable change.