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All Journal Jurnal The Messenger Jurnal Pemberdayaan Masyarakat Madani (JPMM) Berdikari: Jurnal Pengabdian Masyarakat Indonesia Jurnal Abdimas PHB : Jurnal Pengabdian Masyarakat Progresif Humanis Brainstorming DIALEKTIKA Jurnal Pengabdian Masyarakat Indonesia ARRUS Journal of Social Sciences and Humanities Jurnal Penelitian Inovatif Jurnal Altifani Penelitian dan Pengabdian kepada Masyarakat Prosiding Konferensi Nasional PKM-CSR Jurnal Pengabdian Masyarakat : Pemberdayaan, Inovasi dan Perubahan Jurnal Dialog Jurnal Signal Room of Civil Society Development eProceedings of Management Nanggroe: Journal Of Scholarly Service Jurnal Pengabdian Masyarakat Bangsa Mediator: Jurnal Komunikasi Nanggroe: Journal of Scholarly Service Lektur, Jurnal Ilmu Komunikasi Jurnal Pengabdian Tri Bhakti BERBAKTI: Jurnal Pengabdian Kepada Masyarakat Sipakaraya : Jurnal Pengabdian Masyarakat JP2N: Jurnal Pengembangan Dan Pengabdian Nusantara Jurnal Abdimas Room of Civil Social Development INJECT Interdisciplinary Journal of Communication Journal of Communication, Business and Social Science (JCOBS)
Tita Melia Milyane
Universitas Telkom
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Digital Communication Strategy of the Youth Social Movement Afifah Nurul Mardhiyyah; Tita Melia Milyane
Jurnal The Messenger Vol. 18 No. 2 (2026): May-August
Publisher : Universitas Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26623/themessenger.v18i2.13529

Abstract

Purpose: This study examined youth digital activism practices on Instagram within a community-based environmental campaign, exploring how digital activism functions as both an information dissemination tool and a participatory communication practice that fosters environmental awareness, engagement, and collective action. Instagram was chosen as the research focus because it served as the campaign's primary platform for content dissemination, audience interaction, and visual storytelling, showing consistent activity and strong youth engagement throughout 2024.   Methods: Using an interpretive qualitative approach, data were collected through systematic observation of environmental campaign content on the Instagram account @trashranger.id during 2024, along with in-depth interviews. Key informants included campaign initiators and content managers; supporting informants were active youth followers engaged in online and offline activities; and expert informants comprised scholars in environmental communication and digital media studies. Data were analysed using Philip Lesly's communication planning model and Tracy's interpretive communication perspective.   Findings: Digital activism unfolded through structured stages--issue identification, communication policy formulation, program planning, message implementation, and evaluation based on audience responses. These practices facilitated a gradual process of youth engagement, moving from digital awareness toward discussion and tangible environmental action.   Originality: This study extends Middleton's communication strategy framework, as discussed by Cangara, to youth digital activism and environmental communication on Instagram. It develops a conceptual understanding of how communicator, message, media, audience, and effect operate within community-based digital activism, demonstrating how a communication strategy framework can explain the relationship between strategic communication practices, youth engagement, and participation in environmental activities within a digital media environment.
Co-Authors Abrar, Muhammah Zaki Adhitya Dwiyana Afifah Nurul Mardhiyyah Ali, Aditya Aliffaza, Robby Amalia Djuwita Aprilia, Tari Hikmah Ardhana Riscwari Adikancana Astuti, Sri Wahyuning Ayub Ilfandy Imran Baihaki, Eki Cut Intan Fadhillah Dasrun Hidayat Deni Kurniawan Denisa, Alya Desta Maya Rizka Diana Sylviana Dewi Dudi Setiadi Ekasaputri, Sarah D. Epi Elina Putri Umbara Fatmah Hulaibi Firdaus, Moh Honey Firman Pribadi Gathan, Muhammad Goncalves, Thessalonica Timorensia Gumi, Ilham Hadi Purnama Hasya Azkia Zahra Hayyu Zaakiyah Janice Natasya Jasmine Alya Pramesthi Jovian, Mochammad Daffa Lita Aprilia Lusy Mukhlisiana Maylanny Maylanny Christin Meisy Triana Dewi Moch Armien Syifaa Sutarjo Muhammad Al Assad Rohimakumullah Muhammad Rio Fariza Natasha, Janice Nela Widiastuti Nofha Rina Putri Nur Octavianisya Raissa Azaria Arief Rannie Dyah K Rachaju Razie Razak Reni Nuraeni Rita Destiwati Rizkie, Muhammad Sari, Gayatri Puspita Septiana Yustika Widyaningrum Siti Syarah Slamet Parsono Sumbayak, Exaudi Yoshua Yoel Sutamto, Tatto Syifaa, Muhamad Armien Vito Azhari Kurniawan Wa Ode Nurul Yani Winangsih, Wiwin Windi Ayu Wiwin Winangsih Yudistira, Ahmad Zefanya, Alika