The Role of Online and Social Media Communications in Building Environmental Myths

Abstract

The technology of digital information distribution has encouraged people to share or build particular myths easily. One of them is about consuming wildlife resources. Particularly in Indonesia, online media and social media accounts have been used to promote wildlife hunting. This inclination has created myths about the favorable social status of exotic animal owners, which are opposing the efforts of ecosystem sustainability protection. This article discusses a case study about myths that were built by wildlife hunters and traders in West Java on online and social media. By using the environmental communication and cultural studies, this study looks at the level of media literacy of the hunters and traders that creates a contra-productive understanding about environmental conservation. It could be concluded from the study that digital media technology has significantly contributed influence to approve the wildlife hunting and possession. Furthermore, concerns about financial benefits and valuable social status have diverted people from the critical issue of animal protection as part of ecosystem sustainability. This study recommends all relevant parties to develop proper media literacy for all communities, not only on the side of technological usage but also concerning the responsibility to share constructive and useful information.