The Paradox of Digital Activism in the Age of the Environmental Crisis: The Case of X (Twitter) Through the Lens of Slacktivism

The impact of digital platforms on social movements and awareness is increasing significantly. While the act of expressing approval of the content shared on social media platforms through actions such as "liking" and "sharing" can create a sense of participation in users, it also raises the question of how these online interactions translate into concrete results in the physical world. In this context, the concept of slacktivism in particular reveals that users are content with online participation and avoid physical contribution. This study uses a qualitative research approach to understand the effects of digital activism on environmental awareness. Environment-themed digital campaigns on the X (Twitter) platform are subjected to systematic content analysis. The study compares the level of visibility and social impact of global campaigns conducted through specific hashtags. The findings show that digital discourses, despite mass support, remain limited when not backed by concrete actions. Examining environmentally- oriented global campaigns through specific hashtags reveals that the impact of environmental discourses disseminated through digital channels is limited when they are not accompanied by concrete, real-world actions.