FACEBOOK USAGE AMONG ENVIRONMENTAL NON-GOVERNMENTAL ORGANISATION (ENGO) FOR DISSEMINATION OF ENVIRONMENTAL MESSAGE

The growth of Facebook users creates phenomena in the world of social media. Currently, Facebook usage is not only limited to personal interaction but has expanded as a communication medium in terms of sharing information, business expansion, education and sharing of pictures and videos. Taking into account the rising of social media in this country, this research attempts to elaborate the usage of Facebook by 10 Environmental Non- Government Organizations (ENGOs) in Malaysia especially in dissemination environmental messages to the public. This research also aims to explore the methods used by ENGO in collecting and disseminating information, to ensure the effectiveness of two-way communication with the target audiences. Data collected using qualitative method of in-depth interview was analyzed by using Dialogic Communication Theory. Findings indicated that social media such as Facebook are able to assist Malaysian ENGO in disseminating environmental messages to the public due to its accessibility and high users interface.