The Strategy of Saling Silang Communities on Instagram Platform in Promotion of Minimizing Consumerism to Create Ecological Citizenship

Abstract

In the modern era, many humans have become culturally consumptive. One of the countries with high consumerism is Indonesia. This research aims to analyse the role of Saling Silang Community @lyfewithless, which has more than seventy thousand members, in improving ecological citizenship and minimising consumptive culture in Indonesia in the context of sustainable urban development. A qualitative approach was used to gain in-depth insights into the experiences, perceptions, and practices of the community. This study takes Saling Silang Community as a case study, which is active in promoting sustainable lifestyles and reducing consumption. Through a digital netnography approach, data was collected by means of documentation and observation, we identified the strategies, activities, and interactions undertaken by the community in building awareness and encouraging sustainable actions. The results show that this community plays an important role in improving ecological citizenship in Indonesia. They mobilise active participation such as cross-exchange of goods and reduction of consumption as a tangible expression of commitment to forming ecological citizenship. This community is also a forum for sharing knowledge, experiences and resources that support efforts to minimise consumptive culture in society. The government needs to support and strengthen the role of communities in sustainable urban development policies, and provide a platform that facilitates collaboration and knowledge exchange.