Social Change and Environmental Campaign - Case Study Example

SOCIAL CHANGE AND ENVIRONMENTAL CAMPAIGN (Student Name) (Course No.) (Lecturer) (University) (Date) Social Change and Environmental Campaign Introduction Globally, countries are taking environmental destruction related issues very serious. With the escalating number of industries emerging, the natural environment continues to bear all the negative consequences related to these activities. Some of the industrial activities negatively affecting the environment include pollutions resulting from introduction of chemicals in the air and contamination of water bodies. It is from this background that organizations are coming to advocate for the environment and to ensure human activities do not affect the quality of the natural environment. Moreover, clean and safer environment is one of the Millennium Development Goals; therefore, internationally countries must give it concern even as the deadline continues to approach. Organizations like the Friends of the Earth are fighting for the general cleanliness of the environment (Ghimire, Pimbert, & United Nations Research Institute for Social Development, 1997, 156). The major campaign is to reduce the rate of forest destruction and increased amount of carbon dioxide in the atmosphere. In order to ensure the information covers a wider scope, the organization is employing the use of social change to drive its campaign online. Social change is tool that allows alteration or modification of the current situation within a given period through human interaction and interrelations (Fairclough, Cortese, & Ardizzone, 2007, 110). It centers the communities as the main agents of effecting the change, which often involve behavioral patterns, cultural values, and norms. According to sociologists, these changes often have social consequences on the communities practicing them. Even though the use of social change in advocating for environmental issues has been successful in most cases, there is need to consider the likelihood of resistance occurring whenever the societies feel that the approach is not settling their needs. Considering the nature of effects resulting from environmental destruction, Friends of the Earth ensures it reaches as many people as possible using online platforms like Web 2.0 and social media such as Facebook, Twitter, and Yahoo. Objective of the campaign To educate the locals and international communities on negative environment consequences posed by environmental destruction To involve communities in addressing challenges resulting from environmental damage To identify some of the economic challenges contributing to environmental changes To properly integrate social change as a tool of fighting practices that contribute to environmental damage like forest destruction and increased carbon in the atmosphere To reduce the amount of carbon dioxide originating from the use of vehicles which are not roadworthy To advocate for strict laws that aims at protecting the general environmental conditions How the campaign utilizes the social media Several ways of meeting environmental conservation objectives and social developments continues to remain elusive. These misunderstandings might be due to poor conceptualization of the relationship between environmental conservation initiatives and social factors among the local communities. Precisely, misconceptions often result while analyzing how social changes affect environmental advocacy. Technology is becoming one of the most important tools in ensuring people acquire effective, efficient, and reliable information (Ryan & Jones, 2011, 122). In addition, it is becoming an integral part of human existence. Factors contributing to the use of technology in ensuring people access credible information are increasing use of mobile phones with different social media already pre-installed. These are some of the factors that has been contributing to the success of Friends of the Earth in its bid to ensuring it meets the desired objectives. Figure 1: Friends of the Earth advocating for atmospheric carbon dioxide calculation With the increasing use of technology, most organizations are shifting from traditional forms of communication to a more advanced method, which is making communication simpler and faster. By using social media to enhance awareness on environmental issues, Friends of the Earth has been able reach many people considering the ability of social networking posed by the social media platforms. Additionally, many phones tablets, and iPads have been on the rise in the global market offering social platforms for action groups with similar mindset (Miller, Caplow, & Leslie, 2013, par. 3). Through its social platforms, Friends of the Earth ensures that all concerned parties or people liking and following its activities, access current information on what is trending globally. Besides, it gives the followers an opportunity to comment depending on environmental issues in question. Friends of the Earth uses Facebook platform to create a Loyalty loop where existing environmentalists support its activities and comment on way forward to ensuring a cleaner environment. In addition, the media helps in leveraging social networks to extend Word-of-Mouth among those sharing the platform. Through Facebook, professionals from Friends of the Earth have been able to interact with concerned people and collecting their views. Facebook does not only offer a platform for interaction but also a site for gathering information in order to make credible and efficient decisions (Blount & Larrick, 2005, 110). The creation of Pinterest site called Friends of the Earth Direct allows online inventory management as well as reputation and review management of environmental issues. Pinterest allows the organization to find new ideas related to environmental conservation especially those that touches on carbon dioxide reduction and forestation models. Furthermore, it allows the organization to discover new ideas or methods that aims at improving the current ideas in order to ensure that social change effectively address issues relating to environmental destruction. Friends of the Earth actively participate in conversations on Twitter to humanize people to realize some of the activities contributing to environmental destruction and woo them to support its objectives. Its Twitter account has the responsibility of ensuring credible engagement with concerned people for environmental prosperity. Moreover, it offers an opportunity for the followers to interact freely as they offer their comments and contribution on the issue posted on the site (Boler, 2008, 97). Figure 2: Friends of the Earth advocating for networking Ties in a social element with visual expression like LinkedIn allow professional in environmental issues and working closely with Friends of the Earth to express their achievements. Moreover, it allows the organization to tailor the content of its services towards environmental conservation to the concerned parties. The organization believes in engagement with people having experience plays a significant role in answering questions posted by the people beside ensuring an effective decision making process. Through the social media, YouTube, it creates awareness and educating potential and current environmental activists on their new or upgraded services. YouTube allows the organization to display some of the dangers posed by environmental destruction especially excess carbon dioxide emissions and forest destruction. In order to achieve this, Friends of the earth displays these videos virtually through its YouTube page that allows the communities to have a clear picture on dangers associated with environmental destruction (Rijsoort & Jinfeng, 2005, 101). The organization uses social platform to harmonize and enhance a credible conversation between the professionals and environmental activists. Social media platform offers activists an opportunity to express their views confidently since the organization offers a secure form of communication. The organization also “follows” most of its active participants in matters relating to environmental advocacy on Twitter rather than just monitoring them. These practices aim at showing the followers that the organization does not care about their contribution in supporting organizational objectives but also care about their health and physical wellbeing as far as environmental issues are concerned (Tang, Tang, & Lo, 2005, 100). Friends of the Earth share several photographs through Instagram in order to give the activists the clear picture of the course they are advocating. This platform engages environmental professionals and activists to share their experiences with each other, hence creating a positive vibe. Through networking on the Instagram, people are able to share photographs of environmental destruction caused by forest clearance and carbon dioxide emission captured in different places. As a result, Instagram offers the organization an opportunity of discussing negative effects of environmental destruction through covering a wider scope. Through the use the Foursquare application, the organization has been able to locate the areas experiencing mass environmental destruction due to poor conservation practices. With the advancing technology, the application is becoming compatible in almost all the android phones, thus allowing the organization to reach as many people as people. The application provides a localized search for the experience for the organization, which permits it to virtually monitor different areas and decide on the area to study. Besides using social media platforms for engaging the people in environmental activities, Friends of the Earth uses online platforms like its website and synchronized social media account like Facebook page to run contests engaging people to vote. Such voting activities often involve discussing a given topic of concern and allowing people to vote as a means of ensuring public participation in decision-making process. In some cases, the voting exercises go beyond the online social platforms to production of spam e-mails (Guevara, 2011, 215). The organization sends these e-mails with an objective of receiving an immediate feedback on the issue in question. Theoretical ideas presented in the campaign Through the years, most human activities have been greatly affecting the quality of environmental services. These activities often expose people to dangers associated with poor environmental quality like diseases. Environmental related disease include malaria caused by poor environmental conditions that harbor the anopheles mosquito, breathing of gases considered as carcinogenic like carbon dioxide, and cholera. In each country, every citizen is entitled to access cleaner and sustainable environment. With the current rate of environmental destruction by human activities, there is no guarantee that it sustain the future generation (Weinstein, & Weinstein, 2010, 121). More importantly, the trees, which people cut down, play an important in controlling the amount of carbon in the atmosphere. The trees act as carbon sinks during photosynthesis, thus reducing the amount of excess carbon dioxide in the atmosphere. While considering a change in relations to environmental protection, it is important to consider individual change rather that community since it is the bridge to ensuring the connectivity of the community and social change. Creating a positive change requires individuals to have an attitudinal change in order to enable them solve issues considered complex as partners. Social change is a dynamic process that requires adequate time, patience, and commitment. Friends of the Earth has been able to achieve social change among the local communities because they ensured there is collaboration based of mutual respect, varied understandings, and vision development that ensures coining of creative and realistic solutions relating to environmental degradation. Sustainable development and social change Social change encompasses the socio-economic activities, cultural practices, and beliefs of the people. These practices in most cases have negative impact on environmental quality and sustainability. Organizations are using social change approach to address the tradeoffs occurring between the economic activities and environmental destruction. Although the proponents of sustainable growth within the local communities is often quite slow in exploring the trend of social relations affecting environmental regulations, there is need to involve the locals practicing these activities in order to reach a sustainable solution that would ensure better environment for the present and future generation. While looking at sustainability in environment, it is important to take into consideration the ability of environmental resources to fulfill the needs of the future generation. Moreover, social change provides an autonomous platform for social interaction in which the local communities have an opportunity to discuss social problems resulting from environmental destruction. Social movement and environmental protection Social movement plays an important role in mobilizing the citizens and those affected by the escalating deterioration of environmental quality. These people aim at addressing problem they experience collectively since they have common interest. In addition, these groups often range from small networks of groups advocating for similar course to international organizations like Friends of the Earth. Identification of the processes in which social change occurs plays an integral part in these movements. With the increasing value of social change in relation to environmental protection, social movements are involving professions who only speak on behalf of the people but not mobilizing their major recipient s. understanding the relationship between the social movement and social change is an area that requires a lot of consideration in order to prevent introduction of political related issues. The past movements have been focusing on the civil rights, their impacts, and ways in which the result translates into social change. Integration of both social change and movement has a positive impact in contribution towards responding to issues related to environmental degradation. Some of the activities greatly contribute to economic development of a country; however, considering their impact on environmental quality, the cost is much greater than the benefit over a long period. Consequently, social change often involves differences and processes relating to political and cultural dynamics. Since political interactions greatly contribute to translation of environmental movement into policies, environmental movements must begin by changing the norms and beliefs. Impact of the campaigning strategy in meeting the desired goals Since the inception of the campaign, Friends of the Earth has been able to attract many people globally coming together to address environmental issues irrespective of their socio-cultural beliefs, practices, and racial background. Moreover, members have also been able to open up branches in their respective countries advocating for deteriorating environmental conditions. With approaching deadline for complying with millennium development goals, many countries are rushing to ensuring they meet the deadline. Friends of the Earth has been playing a crucial role in ensuring member states fulfills MDG number seven which requires every person to access cleaner environment and utilize environmental resources in a sustainable manner. Through the campaign, many people globally are realizing the importance of maintaining the quality of the environment. As a result, member states like China, United Kingdom, and United States have been leading in planting trees in a bid to increase the forest cover as required by the United Nations Environment Program (UNEP), which is 10%. Besides, over a span of five year, the amount of carbon dioxide in these countries have decline by about 2% due to the ability of the trees to act as carbon sinks, thus utilizing the available carbon dioxide in the atmosphere for photosynthesis. Through the campaign, the organization experienced massive subscription globally for its newsletters reflecting the magnitude and touch the organizational activities have on the people. These people have been able to acquire knowledge from the professionals working closely with the organization and using the information acquired to educate other on the benefits of having a safe and cleaner environment. These initiatives are also encouraging the governments to formulate and implement laws, which are regulation to the amount of carbon dioxide individual, can emit into the atmosphere. Moreover, Friends of the Earth in conjunction with various states and international organizations advocating for environmental protection, have been on the forefront to ensuring that organizations have departments concerned with addressing environmental issues. By using social media as a campaign tool, the organization plays an important role in collecting diversified views of the people for the betterment of environmental conservation. Social media created a platform for networking and sharing of ideas on how to handle environmental challenges. Additionally, the campaign has effectively integrated social change into fighting environmental challenges in which it focuses on the community-centered approach to addressing these issues. One of the major methods of reducing the amount of carbon dioxide that the campaign has been advocating for is the polluter pay principle. The approach requires the organizations involved in environmental destruction to take full responsibility of ensuring they remedy the situation. The cost of remedying environmental conditions depends on level of destruction and the amount of carbon dioxide emitted into the atmosphere. Through such policies, the emission and destruction rates have been reducing. Friend of the Earth, United State branch, has received credits through the year because of its commitment in ensuring the quality of environmental condition remains, as it should be with many people joining and volunteering their services for the betterment of the environment. Social action group involvement in the campaign The success of the organization has not only been due to its commitment and efforts, but also involvement of people or social groups with similar objectives. Social action groups often present the views of a given community. Therefore, social actions often seek to improve welfare of the people they represent, deepen their civic culture, and their subjects’ views are taken into consideration while making decisions likely to impact their way of life. Most social actions involve direct appeal to communities’ values and principles; therefore, it is important to ground them based on shared belief systems and common desired goal. Friends of the Earth have been working closely with such social groups in ensuring their activities takes into consideration the views and cultural backgrounds of the involved communities while making decisions (Pachamama Alliance, 2012, par. 6). Social groups often advocate on behalf of its member in issues relating to poor allocation of resources and environmental degradation. For example, the minor communities have been on the receiving end of all human practices contributing to poor environmental conditions. Considering the factor that waste dumping sites occur within their proximities, continuous emission of carbon dioxide that results in formation of acid rains that destroys most of their housing structures, and exposure to risks associated with deforestation like erosions and flooding. In addition, through interaction with these social groups, the organization has been able to conduct its duties effectively and efficiently considering the level of accountability posed by the social groups and communities. Since the campaign is community centered, the level and method of community involvement play an important in determining the result of organizational activities. Social media allow individuals and social groups to contribute freely their views on environmental issue trending. Besides, these platforms offer them an opportunity to vote irrespective of one’s cultural and racial background in a bid to collect varied information (Diamond, 2005, 127). As a result, the organization has been making credible decisions, which takes into account the opinion contribution of the concerned people. In order to ensure the communities contribute to environmental conservation in relation to forest degradation and carbon dioxide emission, the organization needs to train them on the importance of having cleaner environment. This is achievable through the social groups already equipped with the knowledge or through offering virtual training using its YouTube platform and other social media platform. The education should be interactive, that is, the organization should also allow the communities to contribute their views. References Blount, S., & Larrick, R. P. (2005). Framing the Game: Examining Frame Choice in Bargaining. Organizational Behavior and Human Decision Processes, 21(3), 107-115. Boler, M. (2008). Digital media and democracy: Tactics in hard times. Cambridge, MA: MIT Press. Diamond, J. M. (2005). Collapse: How societies choose to fail or succeed. New York: Viking. Fairclough, N., Cortese, G., & Ardizzone, P. (2007). Discourse and contemporary social change. Bern: Peter Lang. Ghimire, K., Pimbert, M. P., & United Nations Research Institute for Social Development. (1997). Social change and conservation: Environmental politics and impacts of national parks and protected areas. London: Earthscan Publications. Guevara, S. (2011). The Dragonfly Effect: Quick, Effective, and Powerful Ways to Use Social Media to Drive Social Change. Canadian International Journal, 65(4), 210-221. Miller, B. W., Caplow, S. C., & Leslie, P. W. (2013, April 1). Social Change and Conservation: Environmental Politics and Impacts of National Parks and Protected Areas | Poverty and Conservation. Retrieved from http://povertyandconservation.info/en/biblio/b1489 Pachamama Alliance. (2012). Environmental Awareness | Educate Yourself and Those Around You. Retrieved from http://www.pachamama.org/environmental-awareness Rijsoort, J. V., & Jinfeng, Z. (2005). Participatory Resource Monitoring as a Means for Promoting Social Change in Yunnan, China. Biodiversity and Conservation, 27(4), 87-107. Ryan, D., & Jones, C. (2011). The best digital marketing campaigns in the world: Mastering the art of customer engagement. London: Kogan Page. Tang, S., Tang, C., & Lo, C. W. (2005). Public Participation and Environmental Impact Assessment in Mainland China and Taiwan: Political Foundations of Environmental Management. Journal of Development Studies, 15(7), 99-105. Weinstein, J. A., & Weinstein, J. A. (2010). Social change. Lanham: Rowman & Littlefield Publishers. Read More

These misunderstandings might be due to poor conceptualization of the relationship between environmental conservation initiatives and social factors among the local communities. Precisely, misconceptions often result while analyzing how social changes affect environmental advocacy. Technology is becoming one of the most important tools in ensuring people acquire effective, efficient, and reliable information (Ryan & Jones, 2011, 122). In addition, it is becoming an integral part of human existence.

Factors contributing to the use of technology in ensuring people access credible information are increasing use of mobile phones with different social media already pre-installed. These are some of the factors that has been contributing to the success of Friends of the Earth in its bid to ensuring it meets the desired objectives. Figure 1: Friends of the Earth advocating for atmospheric carbon dioxide calculation With the increasing use of technology, most organizations are shifting from traditional forms of communication to a more advanced method, which is making communication simpler and faster.

By using social media to enhance awareness on environmental issues, Friends of the Earth has been able reach many people considering the ability of social networking posed by the social media platforms. Additionally, many phones tablets, and iPads have been on the rise in the global market offering social platforms for action groups with similar mindset (Miller, Caplow, & Leslie, 2013, par. 3). Through its social platforms, Friends of the Earth ensures that all concerned parties or people liking and following its activities, access current information on what is trending globally.

Besides, it gives the followers an opportunity to comment depending on environmental issues in question. Friends of the Earth uses Facebook platform to create a Loyalty loop where existing environmentalists support its activities and comment on way forward to ensuring a cleaner environment. In addition, the media helps in leveraging social networks to extend Word-of-Mouth among those sharing the platform. Through Facebook, professionals from Friends of the Earth have been able to interact with concerned people and collecting their views.

Facebook does not only offer a platform for interaction but also a site for gathering information in order to make credible and efficient decisions (Blount & Larrick, 2005, 110). The creation of Pinterest site called Friends of the Earth Direct allows online inventory management as well as reputation and review management of environmental issues. Pinterest allows the organization to find new ideas related to environmental conservation especially those that touches on carbon dioxide reduction and forestation models.

Furthermore, it allows the organization to discover new ideas or methods that aims at improving the current ideas in order to ensure that social change effectively address issues relating to environmental destruction. Friends of the Earth actively participate in conversations on Twitter to humanize people to realize some of the activities contributing to environmental destruction and woo them to support its objectives. Its Twitter account has the responsibility of ensuring credible engagement with concerned people for environmental prosperity.

Moreover, it offers an opportunity for the followers to interact freely as they offer their comments and contribution on the issue posted on the site (Boler, 2008, 97). Figure 2: Friends of the Earth advocating for networking Ties in a social element with visual expression like LinkedIn allow professional in environmental issues and working closely with Friends of the Earth to express their achievements. Moreover, it allows the organization to tailor the content of its services towards environmental conservation to the concerned parties.

The organization believes in engagement with people having experience plays a significant role in answering questions posted by the people beside ensuring an effective decision making process.

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