Hisaba, Muhammad Husna and Prabawani, Bulan (2026) STRATEGI KOMUNIKASI LINGKUNGAN NGO INDONESIA CERAH DALAM KAMPANYE DIGITAL AKSELERASI TRANSISI ENERGI BERKEADILAN DI INDONESIA. Masters thesis, Universitas Diponegoro Semarang.

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Abstract

Advancements in digital technology have transformed environmental advocacy practices by positioning social media platforms such as Instagram as strategic tools for mobilizing public support. This study aims to identify and analyze the environmental communication strategies employed by Indonesia CERAH in its digital campaign advocating for the acceleration of a just energy transition through the Instagram account @cerah_indonesiaku.
The study applies the Environmental Communication Theory framework, encompassing constitutive and pragmatic functions, integrated with the Dragonfly Effect digital campaign model consisting of Focus, Grab Attention, Engage, and Take Action. This research employs a qualitative approach using a netnography method within a constructivist-interpretive paradigm.
The findings reveal that, from a constitutive perspective, Indonesia CERAH frames energy transition as an issue of social and structural justice rather than merely technological substitution. Pragmatically, the campaign simplifies complex energy issues into educational content and practical solutions. Based on the Dragonfly Effect framework, the campaign successfully establishes a focused narrative, captures public attention through visual storytelling, fosters emotional engagement through humanitarian narratives, and transforms digital participation into concrete online and offline actions.
This study concludes that the four elements of the Dragonfly Effect function as mechanical and operational instruments that enable the achievement of the constitutive and pragmatic objectives of environmental communication within digital spaces. Social media platforms such as Instagram possess the capacity to facilitate advocacy on highly complex macro-structural issues when translated through humanitarian narratives and popular culture approaches.
Keywords: Environmental Communication, Digital Campaign, Dragonfly Effect, Just Energy Transition, Environmental NGO.

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