Role of Communication in Promoting Environmental Activitism Amongst Hikers in Western Visayas: An Ethnographic Research

Abstract

This study examines the pivotal role of local guides and hiking organizers in fostering environmental activism, focusing on their communicative experiences and strategies. Drawing insights from participant statements, the analysis reveals that these individuals are central to cultivating active environmental communities by transforming passive observers into engaged stewards. Key findings indicate that guides primarily achieve this through: 1) Leveraging Shared Experiential Connection, where direct immersion in nature fosters profound emotional bonds and a sense of shared awe, as participants witness and appreciate natural beauty firsthand. 2) Instilling Knowledge and Values, acting as on-trail educators who contextualize environmental issue with immediate relevance, making abstract concepts tangible and fostering responsibility through direct instruction and modeling. 3) Facilitating Collective Action, by organizing concrete environmental initiatives like clean-up drives and tree planting, thereby translating appreciation into active participation and reinforcing shared responsibility through collaboration with community leaders and organizations. 4) Building Networks and Social Capital, by utilizing diverse communication channels—including social media groups, chat apps, and regular meetups—to ensure sustained engagement, foster a shared identity, and empower collective planning and action. In conclusion, local guides and hiking organizers are instrumental in bridging the gap between environmental awareness and tangible action. Their blend of immersive, experiential communication and strategic, multi-platform outreach is highly effective in nurturing deep personal connections to nature, educating diverse audiences, and solidifying groups into resilient, active communities committed to environmental protection.