Social Media as a Potent Factor in Promoting Awareness about Swachh Bharat Abhiyaan: A Critical Analysis

Social media, as a new form of digital communication, has changed the way people think about education, health, banking, the environment, and other topics. The social media act as a catalyst in enlightening the masses on issues related to the environment like climate change, global warming, the green peace movement, depletion of the ozone layer, greenhouse gases effect, acid rain, and so on. It has been playing a very important role in spreading the Swachh Bharat Mission to the nook and corner of the country and changing the behavior of the public towards cleanliness. This study explores the significant role of social media in promoting awareness and driving engagement for social initiatives, focusing on the Swachh Bharat Abhiyaan in India.  The Swachh Bharat Abhiyaan (Clean India Mission) is a government-led initiative aimed at achieving a clean and open-defecation-free India. Social media platforms have emerged as powerful tools for communication and information dissemination, making them valuable for promoting social causes. In the present study, the investigator conducts a meta-analysis of a research paper related to Swachh Bharat Abhiyan, mass media, and social media and seeks to explore mass media and social media contribution to Swachh Bharat Abhiyan. Findings of the study revealed that social media is a beneficial instrument for the Clean India Campaign and Television is viewed as an efficient medium of communication among the masses. In addition to it, the media has the power to propagate and build public understanding about cleanliness and its benefits, and to provide the proper conditions for behaviour changes.