PERAN KOMUNIKASI LINGKUNGAN DALAM MEMBANGUN KESADARAN EKOLOGIS MASYARAKAT DI ERA DIGITAL

Abstract

Climate change, pollution, and environmental damage are global issues that require active involvement of all levels of society. In this context, environmental communication plays a strategic role in conveying information, shaping opinions, and encouraging public participation in ecological issues.This article aims to analyze the role of environmental communication in building public ecological awareness, especially through digital media. This research uses a qualitative approach with the method of literature study and online media observation. The results of the study show that effective environmental communication must pay attention to participatory factors, the use of inclusive language, and the utilization of social media platforms to reach a wider audience. Environmental communication is not only delivering information, but also tasked with changing people's behavior through narratives that touch public values and emotions.

Social media, as a digital communication medium, has proven to play a significant role in amplifying environmental messages, while also being vulnerable to disinformation. Therefore, it is important for environmental communicators to design messages that are datadriven, educative, and use attractive visual approaches. The study also highlights the importance of collaboration between the government, NGOs, media and communities in building a sustainable environmental communication ecosystem. This study recommends environmental literacy training in various circles, strengthening community-based communication capacity, and optimizing sustainable digital campaigns. With the right communication approach, it is hoped that the community can be more aware, care, and play an active role in preserving the environment.