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 analysisto 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