Digital Communication Strategy of the Youth Social Movement 59 28
DOI:
https://doi.org/10.26623/themessenger.v18i2.13529Keywords:
Digital Communication Strategy, Youth Social Movement, Environmental Communication, InstagramAbstract
Purpose: This study examined youth digital activism practices on Instagram within a community-based environmental campaign, exploring how digital activism functions as both an information dissemination tool and a participatory communication practice that fosters environmental awareness, engagement, and collective action. Instagram was chosen as the research focus because it served as the campaign's primary platform for content dissemination, audience interaction, and visual storytelling, showing consistent activity and strong youth engagement throughout 2024.
Methods: Using an interpretive qualitative approach, data were collected through systematic observation of environmental campaign content on the Instagram account @trashranger.id during 2024, along with in-depth interviews. Key informants included campaign initiators and content managers; supporting informants were active youth followers engaged in online and offline activities; and expert informants comprised scholars in environmental communication and digital media studies. Data were analysed using Philip Lesly's communication planning model and Tracy's interpretive communication perspective.
Findings: Digital activism unfolded through structured stages--issue identification, communication policy formulation, program planning, message implementation, and evaluation based on audience responses. These practices facilitated a gradual process of youth engagement, moving from digital awareness toward discussion and tangible environmental action.
Originality: This study extends Middleton's communication strategy framework, as discussed by Cangara, to youth digital activism and environmental communication on Instagram. It develops a conceptual understanding of how communicator, message, media, audience, and effect operate within community-based digital activism, demonstrating how a communication strategy framework can explain the relationship between strategic communication practices, youth engagement, and participation in environmental activities within a digital media environment.
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