Konten Media Sosial @PandawaraGroup sebagai Mekanisme Pembentuk Kesadaran Lingkungan: Analisis Netnografi dalam Perspektif Akuntansi Sosial dan Lingkungan
DOI:
https://doi.org/10.37481/sjr.v9i4.1627Keywords:
Digital Social Accounting, Environmental Awareness, Netnography, Pandawara Group, Social MediaAbstract
Environmental degradation requires broader forms of social accountability that extend beyond formal regulations. Although social media has become an influential platform for environmental campaigns, limited studies have examined its role in fostering environmental awareness from the perspective of Social and Environmental Accounting (SEA). This study aims to explore how the social media content of @PandawaraGroup contributes to the formation of environmental awareness and expands the concept of social accountability in the digital sphere. A qualitative netnographic approach was employed because it enables an in-depth understanding of interactions, meanings, and collective practices within online communities. Data were collected through participatory observation of videos, user comments, interaction patterns, and the use of the #pandawara hashtag on TikTok and Instagram during May–July 2024. The data were analysed using the interactive model of Miles, Huberman, and Saldaña. The findings reveal three interrelated mechanisms: digital agenda-setting that elevates environmental issues into public concern, the replication of community-based environmental movements across regions, and platform-mediated social pressure that encourages collective environmental responsibility. These findings indicate that social media functions not only as a communication platform but also as an informal social accountability mechanism, extending the application of SEA through a digitally mediated form of environmental engagement referred to as digital social accounting.
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