Media Sosial dan Gerakan Sosial Baru (Studi Kasus Aktivitas Akun Instagram @wespeakuporg sebagai Gerakan Sosial Baru dalam Isu-Isu Lingkungan di Media Sosial)

Abstract

The existence of social media in the digital era opens up space to create an environmental movement with a wide public reach. The @wespeakuporg Instagram account is one of the social media platforms that aims to voice environmental issues on social media. This research aims to analyze the activities on the @wespeakuporg Instagram account as a New Social Movement in voicing environmental issues on social media. The discussion in this study refers to the characteristics of the New Social Movement by Pichardo. The location of this research is the @wespeakuporg Instagram account as the research subject. This research uses a qualitative approach with a case study method. This research uses two data interpretation techniques, namely cyber media analysis and pattern matching technique by Robert K.Yin. The informants of this research amounted to 7 informants consisting of 1 key informants, 3 main informants, and 3 additional informants. The results show that there is a harmonious pattern between the activities on the @wespeakuporg Instagram account, the results of research interviews, media documentation, and the characteristics of the New Social Movement according to Pichardo. The results showed the existence of @wespeakuporg Instagram account as a platform in voicing social movements through digital campaigns and online petitions, empowering the younger generation, educational platforms, and collaboration platforms. There are several challenges for the @wespeakuporg Instagram account in voicing environmental issues, namely challenges in designing narratives and simple and interesting content, challenges in the limited development of information on environmental issues, and challenges in social media attacks. Characteristic analysis of the @wespeakuporg Instagram account shows the existence of the @wespeakuporg Instagram account as a New Social Movement platform in designing environmental campaigns and voicing environmental issues on social media.