THE ROLE OF SOCIAL MEDIA IN INCREASING PUBLIC AWARENESS OF ENVIRONMENTAL ISSUES

Abstract

The collaboration between the internet and culture in Indonesia has provided significant benefits by enhancing the accuracy of information and understanding its boundaries. In the context of the 21st-century digital era, environmental issues have become a primary focus, challenging the sustainability of human life and the planet. This research employs a descriptive qualitative method with a literature review to analyze the impact of social media related to environmental issues. The study's results reveal the positive impacts of social media, including equal and rapid access to information, high interactivity, content virality, educational approaches, and its role as a catalyst in forming environmentally conscious communities. The research also emphasizes that social media is not just a communication tool but also a source of knowledge and a catalyst for the formation of environmentally conscious communities. Discussions on responsibility, ethics of social media use, and collaboration between the government, environmental organizations, and social media platforms are crucial foundations for developing effective and sustainable environmental campaign strategies. These findings serve as valuable guidelines for policymakers, environmental activists, and stakeholders in maintaining environmental sustainability.