Digital Communication Strategy for Environmental Education Through Social Media: Analysis of the Instagram Account @sayapilihbumi

DOI

10.2991/978-2-38476-573-7_7How to use a DOI?

Keywords

Environmental Communication; Digital Communication Strategy; Social Media; Sustainability; Public Awareness

Abstract

Environmental issues such as waste management continue to pose serious challenges in Indonesia, requiring effective communication to increase awareness and encourage sustainable behavior. Social media, as a widely used digital platform, offers significant potential to communicate environmental messages in ways that are both informative and participatory. This study aims to analyze how communication strategies are employed on Instagram to promote environmental awareness and collective responsibility, with a specific focus on the account @sayapilihbumi. The research applies the concept of environmental communication as proposed by Cox (2013), which emphasizes the integration of messages, channels, and audiences to create social change. The study also employs thematic analysis following Braun and Clarke (2006) to examine Instagram content posted between January and August 2025. Data were categorized into codes, subthemes, and themes to identify patterns in communication approaches. The findings reveal four dominant strategies: global awareness integration, educational storytelling, hybrid digital–offline engagement, and community identity-building. These strategies demonstrate how Instagram’s interactive and visual affordances can transform environmental discourse into relatable narratives and participatory actions. Collaborations with practitioners, campaigns tied to international awareness days, and hashtags used as identity markers further enhance message reach and audience involvement. The study concludes that Instagram can function as both an educational platform and a participatory hub for environmental advocacy. By combining informative content with interaction, @sayapilihbumi illustrates how digital communication can promote sustainable practices and foster grassroots environmental movements.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Daniel Indra Prakoso
AU  - Bertha Murtiningsih
AU  - Nuria Astagini
PY  - 2026
DA  - 2026/04/30
TI  - Digital Communication Strategy for Environmental Education Through Social Media: Analysis of the Instagram Account @sayapilihbumi
BT  - Proceedings of the International Conference on Communication and New Media Studies (COMNEWS 2025)
PB  - Atlantis Press
SP  - 59
EP  - 67
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-573-7_7
DO  - 10.2991/978-2-38476-573-7_7
ID  - Prakoso2026
ER  -