Research on wildlife conservation in Indonesia highlighted over extraction of natural resources, wildlife trade, human-wildlife conflict, as well as public awareness among many challenges of wildlife conservation (Altamira & Koestoer, 2024; Prawiradilaga & Soedjito, 2013; Strang & Rusli, 2021). Public awareness is especially vital to wildlife conservation because it empowers individuals and communities to understand the value of biodiversity, take responsible actions, and support policies that protect endangered species and their habitats. The government alongside environmental non-government actors has been working hand in hand to build public awareness through many promotional activities, including using social media. Social media has emerged as a powerful platform for environmental communication nowadays, offering interactivity, real-time engagement, and wide audience reach. Tesso Nilo National Park is one of Indonesian conservation agency actively uses social media to educate the public, advocate wildlife conservation, and promote eco-tourism through its Instagram account @btn_tessonilo. This study investigates how Tesso Nilo National Park utilizes its official Instagram account to promote wildlife conservation awareness and advocacy. By conducting a content analysis of posts published within the year of 2025, the research aims to identify recurring themes, visual storytelling techniques, engagement patterns, and conservation messaging strategies. This study will provide an insight on how a government conservation agency, through social media, builds environmental narratives, advancing environmental causes, and discussed them with the audience.

Authors:
Acniah Damayanti, Universitas Gadjah Mada, Indonesia
Novi Paramita Dewi, Universitas Gadjah Mada, Indonesia

About the Presenter(s)
Acniah Damayanti, M.Sc. is a lecturer at the Department of Communication Science, Universitas Gadjah Mada. Her research interest is organizational communication and digital landscape.

See this presentation on the full schedule – Wednesday Schedule

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