THE EFFICACY OF USING ALTERNATIVE MEDIA IN DEVELOPING ENVIRONMENTAL CITIZENSHIP FOR A GROUP OF YOUTH.

This research purpose is to develop environmental citizenship in a group of youth who are users of the social communication website, namely, the “facebook” measure as one of the media alternative means. Using the quasi-experimental method for the remarkable shortness of traditional media as approved by the pilot study and after reviewing pages and private groups of the environment that exceed (100) groups on the facebook social media in Egypt, researchers have prepared a checklist of the environmental dimensions necessary for developing environmental citizenship in Egypt. The study sample consists of (60) youths divided into three groups, users of facebook, group, page, and the control group.
 
 
The study results showed the effectiveness and impact of alternative media and its means on developing environmental citizenship for youth in Egypt compared to traditional ones and the impact of one of the two means (page) or (group) rather than the other; using as well the Scale of Environmental Citizenship to be applied on page of “Helwa Ya Balady” and group of “Masr Khadra Bina” Which were established on social communication website, namely, facebook as one of alternative media means. 
Study results showed that using alternative media models(facebook) has led to development of environmental citizenship for a group of youth, as the first (experimental) group, page of “Helwa Ya Balady” on which the Scale of Environmental Citizenship has been pre/post applied,  has shown significant effect and superior performance regarding efficacy of alternative media.
The second experimental group “Masr Khadra Bina” shows significant effect post-application more than the suggested group of the control group which has not been exposed to alternative media; because of the direct interactive impact between the receiver and the sender that makes the message clearer affecting in turn the development of environmental citizenship among youth rather than the traditional media.
The research recommends the necessity of developing specialized environmental pages on facebook through including dimensions of environmental citizenship in more effective way through modern applications. It also recommends seeking assistance of experts in communication technology field to update proposed approaches for presenting environmental dimensions, preparing specialized videos for exposing how to practice positive environmental activities, including as well environmental dimensions through various publications (videos – texts) not to be limited only on pages or specialized groups as they are less effective.