Impact of mass media and social media in enhancing forest conservation awareness among students

Abstract

The study titled “Impact of Mass Media and Social Media in Enhancing Forest Conservation Awareness among Students” aimed to assess how different media platforms influence environmental awareness, attitudes, and behavior among B.Sc. (Agri.) students of the College of Sericulture, Chintamani. The research focused on understanding the effectiveness of mass and social media in promoting forest conservation ethics and active participation. A total of 160 students were purposively selected, and data were collected through a Google Form using a 5-point Likert scale. The questionnaire consisted of 20 statements categorized under four dimensions Awareness Generation, Attitude and Ethics, Behavioral Influence, and Media Effectiveness. The responses were analyzed using mean scores and standard deviation to interpret the level of perception and consistency. Results revealed that students exhibited a very high overall awareness and positive attitude toward forest conservation through media exposure. The Media Effectiveness dimension recorded the highest mean score (4.69), followed by Awareness Generation (4.67) and Attitude & Ethics (4.65), indicating that media strongly influence learning and moral responsibility. The Behavioral Influence dimension (mean 4.63) showed that awareness translated into participation in plantation drives, environmental programs, and digital campaigns like #PlantATree. It is concluded that mass and social media play a vital role in shaping students’ environmental values and actions. The findings suggest the need for collaborative initiatives between educational institutions and media agencies to promote localized, credible, and engaging forest conservation campaigns.