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International Journal of Communication Development

The International Journal of Communication Development (IJCD) is a new journal devoted to the analysis of communication, mass media and development in a global context in both Indian and...

P-ISSN: 2231-2498 English Since 2011
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Vol. 17 No. 1 (2026)

Articles Volume 17 Issue 1 January-June 2026

Role of Hindi Digital Media in Urban Youth's Eco-Behaviour: Content Analysis of Viral Campaigns

Authors
AN
Aneela Tahilramani
VIPS-TC
4 Views
3 Downloads
Published 2026-07-31
Pages 61-78
Abstract

Abstract 


This study investigates the role of Hindi digital media in shaping pro-environmental behaviour among urban youth in Delhi NCR, a region acutely affected by air pollution and climate vulnerability. It examines how leading Hindi media platforms Aaj Tak, Dainik Jagran, and ABP News utilize viral digital campaigns to frame ecological challenges and encourage sustainable lifestyle choices. Guided by framing theory, the research employs a content analysis of 30 viral multimedia campaigns from 2025 to 2026, each exceeding 500,000 views. These campaigns include short reels portraying solutions to Delhi’s smog, satirical memes by creators such as Saloni Gaur, and youth-led pledges addressing issues such as AQI crises and Yamuna River clean-up drives.


The coded categories centre on problem attribution, solution framing, and calls-to-action, providing insight into how narrative strategies influence environmental consciousness among Hindi-speaking audiences. The study highlights communicative strategies and emotional tones particularly the use of satire, humour, and solution-oriented storytelling that enhance audience engagement with environmental discourse. While acknowledging the role of digital virality in promoting eco-awareness, the study also reflects on the limitations of algorithmic echo chambers that may curtail message outreach and civic participation. It concludes by suggesting the integration of AI-based content targeting to strengthen the continuity and reach of digital environmental communication, thereby positioning Hindi media as a crucial driver of youth-led eco-engagement in urban India.

Keywords
Hindi digital media, environmental communication, youth engagement, framing theory Hindi digital media environmental communication
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How to Cite
Aneela Tahilramani . (2026). Role of Hindi Digital Media in Urban Youth's Eco-Behaviour: Content Analysis of Viral Campaigns. International Journal of Communication Development , 17(1), 61-78.
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International Journal of Communication Development
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P-ISSN 2231-2498
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