Abstract

This research investigates the shift from individual’s critical consciousness to collective action in the mangrove restoration advocacy attempt through a Watchdoc documentary using netnographic approach based on Freire’s critical consciousness theory. This study aims to explore how the prior emotional response revealed through digital develops into in-depth reflection, in turn triggering collective action mobilization. Using netnographic approach, the data was collected from the viewers’ comments on YouTube video displaying the attempt of restoring mangrove. Data analysis was carried out using Nvivo through word cloud visualization, hierarchy chart, matrix coding query, and cluster analysis to identify the digital interaction pattern. The result of research shows that the viewers not only express affective reaction but also in-depth reflection by relating personal experience and critique with policy and industrial practice contributing to mangrove degradation. This finding confirms that the process of transformation from critical consciousness to collective action may occur through digital mobilization. This research also offers practical model that can underlie the formulation of communication strategy and environmental policy. Practically, this research’s finding recommends the policymakers and the activists to optimize the utilization of digital media as a strategic tool to support mangrove restoration and to strengthen environmental policy.