Digital Climate Activism in the Global South: Evidence from Social Media–Driven Climate Campaigns

Abstract

Social media has become a crucial tool for climate change advocacy, enabling real-time information dissemination, grassroots mobilization, and policy influence. This study employed a content analysis research design to examine the effectiveness of social media campaigns on climate change in Nigeria. Using Microsoft Excel, data were systematically extracted, categorized, and analyzed from posts related to prominent climate change hashtags such as #ActOnClimate, #ClimateStrikeNigeria, #SaveMakoko, and #BanPlasticInNigeria across Twitter, Facebook, and Instagram. Thematic analysis was conducted to classify content into key areas, including awareness creation, grassroots mobilization, policy influence, and engagement trends. Findings revealed that social media significantly enhanced climate change awareness among Nigerian youths, with infographics, videos, and memes simplifying complex environmental issues. Additionally, campaigns such as #EndGasFlaring and #SaveMakoko successfully pressured policymakers and raised global awareness of local climate issues. However, challenges such as misinformation, digital divide, government censorship, and inconsistent campaign engagement were identified as barriers to sustained impact. This study contributes to existing literature by demonstrating how Excel-based content analysis can effectively assess social media engagement patterns. The results underscore the need for sustained, fact-checked advocacy and increased digital accessibility to maximize the impact of climate campaigns. The study recommends that environmental organizations and policymakers leverage data-driven advocacy strategies to enhance social media engagement and influence environmental policies. Future research should explore the role of artificial intelligence in improving climate change discourse on digital platforms.