The Effectiveness of Instagram as an Environmental Communication Platform: A Study on @gajah.indonesia Account

Ade Kurniawan Srg, Prahastiwi Utari, Mahfud Anshori

Abstract


This study aims to evaluate the effectiveness of Instagram as an environmental communication platform, focusing on the account @gajah.indonesia. The account actively disseminates information related to elephant conservation, utilizing the power of visuals and social interaction to reach a wider audience. The content analysis method was used in this study to see how @gajah.indonesia sends conservation messages and how audiences respond to the content. The study shows that Instagram can capture users' attention through engaging images, videos, and emotional and educational narratives. In addition, there is an increased awareness andconcern for elephant conservation issues, as shown by user engagement, which includes leaving comments and sharing content and responses to campaign content on elephant conservation issues. This study found that the success of environmental communication on social media relies on a combination of vital visual elements and active interaction. The findings provide important insights for environmental communication practitioners in maximizing Instagram's potential as a tool to increase public awareness and participation in environmental issues, particularly in endangered species conservation efforts.


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