Language, Social Media, and Climate Change: The Role of Language in Driving Climate Awareness in the Digital Age

Abstract

Objectives: This study examines the impact of linguistic choices on enhancing climate awareness in the modern digital environment, focusing specifically on social media platforms within the Indonesian sphere. The motivation for this research stems from the urgent nature of climate change, which has significantly affected public health, economic stability, and the sustainability of ecosystems throughout Indonesia. With Indonesia's number of social media users exceeding 191 million as of 2023, these online platforms hold tremendous potential for disseminating knowledge and raising awareness about climate issues. However, the frequent use of arcane language in climate change discussions often escapes the understanding of the general populace, thus hindering the generation of an effective response. Methods: The study employed a quantitative survey approach with 120 participants, selected through stratified random sampling, to examine social media interaction patterns, climate change perceptions, and linguistic frameworks in climate-related discourse. Results: The results of this investigation indicate a preference among many participants, especially young adults, to use social media primarily for entertainment rather than for environmental education. Despite this inclination, social media remains a crucial source of climate change information for a significant portion of those surveyed. It is observed that straightforward and contextually appropriate language is significantly more effective in conveying climate change information than employing intricate, specialized terminology. Conclusion: This study highlights the critical need for comprehensible language to promote a more comprehensive understanding and involvement with climate change matters, thus aiding the collective effort toward environmental conservation