Digital Activism, Social Media and Policy Advocacy: A Study of #DelhiAirPollution Campaign on Twitter (X)

Abstract

This study examines the intersection of digital activism and policy advocacy, focusing on the #DelhiAirPollution campaign on Twitter (X). Over a six-month period (October 2023 to March 2024), it employs netnographic analysis to explore the themes emerging from the campaign, as well as qualitative analysis of news articles and policy measures discussed during the peak pollution season to assess the influence of digital activism on government responses to air pollution in Delhi. Findings reveal that Twitter (X), as a platform for collective action, has played a crucial role in mobilizing the general public, raising awareness, and influencing short-term air quality measures. However, challenges remain in ensuring long-term policy change. Through the netnographic analysis of campaign tweets and the policy review, the study highlights the impact of digital activism in shaping public discourse, influencing policy decisions, and raising awareness about air pollution in urban environments.

Keywords: Digital Media, Digital Activism, Policy Advocacy, Twitter (X), Delhi Air Pollution , Netnographic Analysis