Decentralizing Climate Activism: How Social Media Empowers Grassroots Voices in the Climate Justice Movement

Abstract

Climate change is an issue that cannot be managed only by state-level policy; it requires an overhaul of production, use of resources, and decision-making. This research investigates the significance of digital media in enabling climate activists to magnify the voice of marginalized groups within their struggle for climate justice. Drawing from McCombs and Shaw's Agenda-Setting Theory, the research uses a mixed method approach and draws from current datasets. The research is concerned with the imperatives of decentralized climate action and social media enabling grassroots activism. The main question inquires: What motivates decentralized climate action, and how does social media empower grassroot voices? Research indicates a linear relationship between web exposure to climate content and increased self-efficacy in participatory engagement. The study identifies the importance of integrating digital and off-line media strategies to augment participation, amplify marginalized voices, and propel equity in climate justice and policy-making.