Release:
2025. Vol. 11. № 2 (42)Kicherova, M. N., & Shelepova, E. A. 2025. Youth Environmental Activism: methods of formation and representation in the media space. Tyumen State University Herald. Social, Economic, and Law Research, 11(2), 93–109. https://doi.org/10.21684/2411-7897-2025-11-2-93-109
About the authors:
Marina N. Kicherova, Cand. Sci. (Soc.), Associate Professor, Department of General and Economic Sociology, University of Tyumen, Tyumen, RussiaAbstract:
Solving environmental problems is impossible without changing people’s attitudes towards the environment and developing responsible environmental behavior. The potential of environmental activism is being formed among young people but is not being fully realized. The use of media communications to attract new participants in the environmental movement is becoming very relevant. The purpose of the article is to study the factors in the formation of pro-environmental behavior of young people through representation in the media space. Data collection was carried out using two methods: content analysis of messages in thematic groups “Volunteers of the ECA Movement” and the “5R” community, a series of interviews with leaders of environmental organizations (N=11). The study showed that the nature and theme of media communications for 10 months of 2024 in environmental communities makes it possible to attract young people to environmental activities: current vacancies for environmental volunteers were accompanied by the accrual of verified hours, invitations to educational programs, announcements of events were regularly published, curators provided assistance in placing environmental projects on crowdfunding platforms. The most effective methods of attracting new participants, according to environmental leaders, are interactive events, such as environmental quests, eco-festivals, conversation clubs; master classes in Eco-houses, flash mobs and photo competitions, and visits to animal shelters are popular among young people. Among the problems, it was noted that despite extensive educational work and regular publications in thematic groups, the environmental practices of young people are largely situational in nature, characterized by short-term participation, do not transform into sustainable eco-habits and regular systemic actions.Keywords:
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