THE ROLE OF ECO-BLOGGERS IN SHAPING ENVIRONMENTAL CULTURE

Аннотация

This article analyzes therole of eco-bloggers in the process of shaping environmental culture. The study focuses on the activities of prominent eco-bloggers, including “Urikguli” (Mo’tabar Khushvaqtova) from Uzbekistan, as well as internationally recognized figures such as Greta Thunberg (Sweden) and Lauren Singer (USA). Their contributions to raising ecological awareness and promoting sustainable practices through digital platforms are critically examined. Keywords: environmental culture, social media, ecological awareness, eco-content, environmental journalism. Aннотация. В данной статье анализируется роль экоблогеров в процессе формирования экологической культуры. В качестве объекта исследования выбраны активная экоблогерша Узбекистана «Урикгули» (Мўтабар Хушвахтова), а также международно признанныеблогеры,такиекакГретаТунберг (Швеция)и Лорен Сингер (США). Ключевые слова: экологическая культура, социальные сети, экологическое сознание, эко-контент,экологическая журналистика. Annotatsiya. Mazkur maqolada ekologik madaniyatni shakllantirish jarayonida ekoblogerlarning roli tahlil qilinadi. Bunda obyekt sifatida O‘zbekistondagi faol ekobloger “Urikguli” (Mo‘tabar Xushvaqtova) va xalqaro miqyosda mashhur bo‘lgan Greta Tunberg (Shvetsiya), Lauren Singer (AQSH) singari blogerlarning faoliyati tanlab olindi. Kalit so‘zlar: ekologik madaniyat, ijtimoiy tarmoq, ekologik ong, eko-kontent, ekologik jurnalistika. In recent years, the environmental challenges facing humanity have necessitated a reassessment not only of the state of the natural environment but also of the level of social consciousness and culture. Issues such as plastic pollution, climate change, and the loss of biodiversity have escalated to the level of global threats. In this context, fostering environmental culture— meaning the development of a responsible attitude toward nature among every citizen—has become increasingly vital. The rapid advancement of information technologies, particularly the widespread use of social media, has created new opportunities to influence public consciousness. Today, platforms such as Facebook, Instagram, TikTok, YouTube, and Telegram are used not only for communication but also as powerful tools for shaping public opinion. As a result, the role of social media in promotingecological awareness continues togrowsignificantly. page385 INTERNATIONAL JOURNAL OF ARTIFICIAL INTELLIGENCE ISSN:2692-5206,ImpactFactor:12,23 AmericanAcademicpublishers,volume05,issue07,2025 Journal: https://www.academicpublishers.org/journals/index.php/ijai At present, there is nowidely circulated list ofprominent eco-bloggers in Uzbekistan known for their activities focused on environmental protection and sustainability. However, Afisha.uz included Mo’tabar Khushvaqtova, popularly known by her blogging name “Urikguli,” in its “Top 20 Progressive Uzbeks” list. In addition to her, a number of other bloggers who create content on environmental issues can also be found on social media platforms. These eco- activists do not merely highlight ecological problems—they also propose practical solutions. Through their actions, they contribute to protecting nature, raising public environmental awareness, and leaving aclean and sustainableenvironment for future generations. Theeco-blogger “Urikguli” iswidely recognized as apromoter ofenvironmental awareness and the protection of nature. She is active on YouTube, Instagram, and Telegram. Her Telegram channel has over 5,000 subscribers, her YouTube channel has 2,200 followers, and her Instagram page has an audience of 85,900 followers—making Instagram her largest platform. Themessages shared through herblog generally focus onthefollowing keyareas: - Raising awareness of environmental issues – including climate change, waste reduction, andenvironmental protection; - Promoting a healthy lifestyle – focusing on recycling, zero-waste living, and the efficient useofnatural resources. Her audience encompasses all segments of society. However, the “Urikguli” eco-blog primarily attracts young people, individuals interested in ecology, environmental activists, and environmentally conscious consumers whosupport sustainablebrands. TheUrikguli blog effectively utilizes various content formats, including: - Visual content: graphics and short infographics addressing key environmental problems; - Educational posts: eco-friendly tipsand advice supported byscientific facts and data; - Interactive content: quizzes and environmental challenges designed to engage the audience; - Storytelling and real-life examples: sharing personal stories and experiences to convey ecological values and approaches. In 2023, she gained public recognition through a performance in which she wore a costume madeofplastic bags tomark International PlasticBag-Free Day (July 3)1. She also organized impactful social performances with banners bearing messages such as “Don’t water theasphalt”and “Don’t hammer nails intotree trunks.”2 Her activism was widely