Media and Environment: The Role of Social Media in Environmental Activism and Case Studies in India

In recent years, social media has emerged as a powerful tool for environmental activism, shaping society collectively to be a part of this movement, along with dissemination of information and creating awareness. The study explores the dynamic relationship between media and environment with a special focus on the role of social media platforms in driving environmental campaigns at the grassroots level in India. This paper examines how digital platforms such as Twitter, Instagram, and Facebook have enabled decentralized, citizen-led movements to gain visibility and influence policy decisions. Through in-depth case studies of notable campaigns such as #FridaysForFutureIndia, #SaveAarey, #SaveMollem, and #MyCleanIndia, this research highlights how hashtags have turned into symbols of resistance and civic engagement. Each campaign illustrates how online activism translates into offline mobilization, influencing public opinion and sometimes stalling environmentally damaging projects. The paper also critically analyses the effectiveness and limitations of social media-based activism, considering issues such as digital access, sustainability of movements, and media framing. By examining these Indian environmental movements, the study underlines the evolving landscape of environmental advocacy in the digital age and the central role of media in shaping environmental consciousness.