International Journal of Social Science Research (IJSSR)

Social Media as a Catalyst for Environmental Activism: Opportunities and Challenges in the Digital Age

Social media has revolutionised environmental activism by facilitating unprecedented levels of grassroots mobilisation, worldwide network building, and quick information dissemination. Social media sites like Facebook, Instagram, TikTok, and X (formerly Twitter) have emerged as vital venues for promoting public awareness, influencing public opinion, and encouraging group action on urgent environmental issues like pollution, climate change, and biodiversity loss. Using theoretical frameworks from digital communication studies and environmental sociology, this article explores how social media can be both a challenge and an opportunity for environmental activism.