Please use this identifier to cite or link to this item: http://hdl.handle.net/10609/150335
Title: "It is the voice of the environment that speaks", digital activism as an emergent form of environmental communication
Author: San Cornelio, Gemma  
martorell, sandra  
Ardevol, Elisenda  
Citation: San Cornelio, G. [Gemma], Martorell, S. [Sandra] & Ardèvol, E. [Elisenda]. (2024). "It is the Voice of the Environment that Speaks", Digital Activism as an Emergent Form of Environmental Communication. Environmental Communication, 18(4), 375-389. doi: 10.1080/17524032.2023.2296850
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.
Keywords: activism
environmental crisis
Instagram
environmental communication
ecoinfluencers
DOI: https://doi.org/10.1080/17524032.2023.2296850
Document type: info:eu-repo/semantics/article
Version: info:eu-repo/semantics/acceptedVersion
Issue Date: 4-Jan-2024
Publication license: http://creativecommons.org/licenses/by-nc/3.0/es/  
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