Digital Media and Public Participation: An Ethnography of Environmental Activism in Pakistan

Abstract

The adverse effects of human actions on the environment are referred to as ecological problems, leading to calls for active efforts to rehabilitate ecosystems. This research identified the transformative role of digital media in fostering public participation in environmental activism across Pakistan. It explored how digital platforms generated environmental awareness, how civic engagement around climate issues evolved through digital media and what socio-political and structural challenges activists encountered while promoting climate justice. The study viewed digital environmental activism as a culturally meaningful response to environmental challenges and used Cultural Ecology Theory to understand how digital tools influence the connection between culture, environmental change and public expression. It explored that how environmental awareness through digital stories were created and shared on digital platforms and how people actively comment and inquire take part in online civic activities. These actions reflect the growing use of digital media by different communities to engage with environmental issues in the face of increasing climate-related problems. The research focused on climate change within Pakistan, with a particular emphasis on Islamabad and Rawalpindi regions. A qualitative ethnographic methodology was used over a period of six months. The research included nineteen respondents selected through purposive sampling. These respondents included climate and environmental activists, NGO workers, university students, educators and digital content creators. Data was collected through participant observation, in-depth interviews and analysis of digital environmental content. Respondents were identified through interaction with environmental organizations working on different digital platforms includes Dastak Foundation, Progressive Climate Foundation, NYCCC, Team green, MH Climate which helped provide access to both digitally and city-based environmental efforts. The findings demonstrated that digital platforms including Instagram, WhatsApp, Facebook and LinkedIn played a significant role in shaping environmental discourse, mobilizing community involvement and fostering civic awareness. Activists employed visual tools such as reels, infographics and short-form videos to amplify messages and broaden outreach while simultaneously coordinating on-ground activities including plantation drives and public clean-up campaigns. I attended events which includes the Project Regrowth Plantation initiative and the Trail 5 Clean-Up on Margalla Hills in Islamabad while also engaged in digital observation of webinars, online campaigns and social media-led mobilization efforts. This combination of fieldwork and online observation showed that digital and in-person efforts worked together to support and strengthen environmental activism. The research found that many citizens who were not previously involved in environmental work became more engaged after coming across climate-related content online. However, activists faced problems like limited internet access, content restrictions and social barriers, they still used digital tools to share their messages and organize public action. The overall outcome of the study confirmed that digital media is now a key part of environmental activism. It supports learning, community involvement and the dissemination of climate awareness in both urban and less visible areas and helping build a more informed, concerned and active society.