Environmental activism in the age of digital media : Netnography of Save Bugoma Forest Campaign

Abstract: This thesis is a netnographic study of Save Bugoma Forest Campaign and digitally enhanced environmental activism in Uganda. Save Bugoma Forest Campaign is a crusade run by a loose coalition of Ugandan environmentalists who oppose a planned sugarcane plantation project in Bugoma Central Forest Reserve, western Uganda. By examining who the activists envisage as their audiences, what online platforms they use and how, what messages they intend to send, and how the forest is represented in online narratives, I attempt to find out how Ugandan environmental activists use digital technologies as part of their campaigning strategies, and what the digital narratives created in these practices can reveal about their relation to nature. The study is built as a netnography, a research method developed by Robert E. Kozinets, which combines online participant observations, online interactions, and semi-structured online interviews. I highlight how digital platforms, social media in particular, should be understood as a tool for campaign activities or as an infrastructure within which the struggle takes place. I also show how nature receives multiple and dynamic meanings in digital narratives which are affected by the audience of choice. The findings indicate that, in addition to better understanding movements’ online practises, netnographic research methods can also give valuable insights into understanding culturally and socially bound phenomena and lend to a deep and rich reporting of the results.