Date of Award
Spring 2026
Degree Type
Thesis
Director of Thesis
Dr. Kathleen Searles
Second Reader
Dennson Millare
Abstract
This thesis examines how environmental creators can effectively transmit conservation messages in the evolving Web 2.0 media environment. The case of Alveus Sanctuary, a virtual sanctuary and education center on Twitch.TV, is used to explore the strategies currently used to engage audiences and raise ecological awareness online. Thematic analysis of interviews with the sanctuary’s founder revealed that Alveus combines traditional environmental education with an influencer business model to engage online audiences, leveraging parasocial behavior, interactivity, and collaboration to garner support. A quantitative content analysis of social media posts revealed that these strategies effectively induce parasocial engagement in online spaces. These findings refine current understanding of the overlap between online influencing and environmental communication and offer guidance to prospective environmental creators. Future research should investigate the applicability of these strategies across platforms, as well as develop clearer metrics for evaluating conservation success online.
First Page
1
Last Page
55
Recommended Citation
Denison, Hope, "Conservation Communication in Web 2.0: A Mixed Methods Analysis of Alveus Sanctuary's Strategies on Twitch.TV" (2026). Senior Theses. 865.
https://scholarcommons.sc.edu/senior_theses/865
Rights
© 2026, Hope Denison
Included in
Communication Technology and New Media Commons, Educational Psychology Commons, Educational Technology Commons, Environmental Education Commons, Nonprofit Administration and Management Commons, Nonprofit Studies Commons, Online and Distance Education Commons, Organizational Behavior and Theory Commons, Social Influence and Political Communication Commons, Social Media Commons