"It is the voice of the environment that speaks", digital activism as an emergent form of environmental communication

Abstract

This paper examines environmental communication among activists on social media, specifically on Instagram. Drawing from an ethnographic study, it highlights a new type of activism that focuses on daily actions, departing from traditional public protests, based on the belief that collective small-scale actions can drive significant changes. It is performed mainly by individuals, often with large followers, who adopt the influencers’ narrative to promote sustainability. We contend that this social media activism relies on personal and visual narratives, and proactive actions to engage the public in sustainability and affordable solutions to the environmental crisis. Through interviews and analysis of their narratives, we explore activists’ motivations, hybrid identities, and communication practices around their communities, which can be characterized as a networked collective action for social change.