River Conservation Movements in India: An Exploratory Study of YouTube Videos and their Comments.

This study explores the role of YouTube as a platform for digital activism in river conservation movements in India. Using a netnographic approach, the research analyzes YouTube videos and their comment sections to understand public discourse, engagement patterns, and perceptions of conservation efforts. Sentiment and thematic analyses were conducted using NVivo to classify user responses and identify key discussion trends. The findings highlight YouTube's effectiveness in raising awareness, mobilizing support, and fostering public dialogue on environmental issues. While grassroots initiatives and government-led programs like Namami Gange receive appreciation, concerns persist regarding policy implementation, transparency, and enforcement. Public sentiment reflects both optimism and skepticism, emphasizing the need for stronger collaboration between policymakers, environmental organizations, and communities. The study also underscores the importance of integrating cultural values with modern conservation science to ensure sustainable river management. By leveraging digital platforms beyond awareness campaigns, authorities can encourage active public participation and behavioral shifts aligned with conservation goals. Future research can further investigate the influence of digital activism on environmental policymaking and participatory governance models for river restoration in India. [ABSTRACT FROM AUTHOR]