Data in Social Media Content: Raising Audience Awareness in Environmental Issue Sekartaji Anisa Putri*, Husnaeni Fauziah Amani, Amelia Yeza Pradhipta
Open University of Indonesia
Abstract
Environmental damage is becoming increasingly widespread and has increasingly serious impacts. Environmental damage, whether caused by human actions or extreme climate change, has a significant impact on life. Awareness of this damage needs to be raised so that the wider public is willing and able to immediately participate in environmental conservation actions. One means of raising this awareness is environmental content disseminated through social media. Social media, as the most popular communication tool today, can be an excellent platform for spreading environmental awareness messages through the use of data. One social media account for environmental activists that has become top of mind is Green Peace. In its environmental content, Green Peace frequently displays data to demonstrate the severity of environmental damage. Conveying data through content is seen as a strategic communication effort to foster environmental awareness in the minds of its audience. This importance necessitates researchers to understand how data is used as a strategic communication tool to raise public awareness regarding environmental issues. This study is a mixed methods study. First, a content analysis will be conducted on Green Peace Indonesia^s Instagram content over the past three months regarding the use of data in its content. The frequency of data usage in Green Peace Indonesia content over the past three months will be calculated. The distribution of data types will then be examined. Finally, the strategy for using data in Green Peace Indonesia content as a strategic communication tool to raise environmental awareness in the community will be examined qualitatively and descriptively. Validity in this study is achieved through intercoders.
Keywords: Audience Awareness, Data-Driven Approaches, Data in Content, Environmental Issue, Strategic Communication
Topic: Strategic Communication in the Digital Sphere: Cultivating Civic Trust through Data-Driven Approaches (Digital Communication- Public Communication Strategy- Civic Trust)
