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"My goal is to make sustainability mainstream": emerging visual narratives on the environmental crisis on Instagram

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"My goal is to make sustainability mainstream": emerging visual narratives on the environmental crisis on Instagram

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dc.contributor.author San Cornelio, Gemma es_ES
dc.contributor.author Martorell, Sandra es_ES
dc.contributor.author Ardèvol, Elisenda es_ES
dc.date.accessioned 2024-04-29T18:08:25Z
dc.date.available 2024-04-29T18:08:25Z
dc.date.issued 2024-01-03 es_ES
dc.identifier.uri http://hdl.handle.net/10251/203843
dc.description.abstract [EN] IntroductionIn the face of the current climate crisis, environmental communication can contribute to providing new frames of understanding and promoting social change and positive citizen action. Through social media, on platforms like Instagram, concerned citizens embrace environmental communication activism ultimately reshaping the narratives regarding the climate crisis. These individuals, who we identify as both activists and environmental influencers, are challenging the established media narratives with their posts and stories, thus offering alternative narratives. Accordingly, this paper aims to elaborate an incipient characterization of a communicative agenda that includes the emerging elements of these visual narratives in social media as potentially able to engage citizens to take action in their ordinary lives.MethodsOur research draws on a qualitative methodological approach, based on: (1) a digital ethnography carried out on 60 Instagram accounts devoted to the dissemination of environmental concerns and contents, (2) a visual narrative analysis of 281 selected posts of the previous accounts, and (3) 14 in-depth interviews conducted with digital activists.ResultsWe have identified the main traits of these emerging visual narratives: the use of positive visuals and content; first-person accounts highlighting the small actions and achievements (propositive narratives) that can be carried out in our daily lives; and/or the use of memes, humor, and other elements of popular culture to make the environmental cause mainstream.DiscussionThe study underscores a notable divergence between established environmental narratives and those curated by eco-influencers on social media. These influencers strategically leverage emotionally resonant, positive visual narratives, departing from fear-inducing content. They emphasize individual actions and solutions rather than collective interventions, personalizing the climate crisis. Additionally, their narratives engage in a nuanced dialogue with nature and integrate popular culture, humor, and memes to effectively reach diverse audiences. This shift reflects a broader cultural change in communication strategies, signaling a novel approach to mobilize audiences toward environmental engagement. es_ES
dc.description.sponsorship The author(s) declare financial support was received for the research, authorship, and/or publication of this article. Project D-Stories (RTI2018-098417-B-I00), funded by the Ministry of Science and Innovation of Spain (2019 2021). This publication has been funded by project: 2021-SGR-01476 (Department of Research and Universities of the Generalitat of Catalonia). es_ES
dc.language Inglés es_ES
dc.publisher Frontiers Media SA es_ES
dc.relation.ispartof Frontiers in Communication es_ES
dc.rights Reconocimiento (by) es_ES
dc.subject Environmentalism es_ES
dc.subject Influencer es_ES
dc.subject Instagram es_ES
dc.subject Narratives es_ES
dc.subject Climate change es_ES
dc.subject Social media es_ES
dc.subject Activism es_ES
dc.subject.classification COMUNICACION AUDIOVISUAL Y PUBLICIDAD es_ES
dc.title "My goal is to make sustainability mainstream": emerging visual narratives on the environmental crisis on Instagram es_ES
dc.type Artículo es_ES
dc.identifier.doi 10.3389/fcomm.2023.1265466 es_ES
dc.relation.projectID info:eu-repo/grantAgreement/AEI/Plan Estatal de Investigación Científica y Técnica y de Innovación 2017-2020/RTI2018-098417-B-I00/ES/CULTURAS NARRATIVAS: STORYTELLING DIGITAL, ACCION SOCIAL Y CREACION DE PUBLICOS/ es_ES
dc.relation.projectID info:eu-repo/grantAgreement/GC//2021-SGR-01476/ es_ES
dc.rights.accessRights Abierto es_ES
dc.contributor.affiliation Universitat Politècnica de València. Escuela Politécnica Superior de Gandia - Escola Politècnica Superior de Gandia es_ES
dc.description.bibliographicCitation San Cornelio, G.; Martorell, S.; Ardèvol, E. (2024). "My goal is to make sustainability mainstream": emerging visual narratives on the environmental crisis on Instagram. Frontiers in Communication. 8. https://doi.org/10.3389/fcomm.2023.1265466 es_ES
dc.description.accrualMethod S es_ES
dc.relation.publisherversion https://doi.org/10.3389/fcomm.2023.1265466 es_ES
dc.type.version info:eu-repo/semantics/publishedVersion es_ES
dc.description.volume 8 es_ES
dc.identifier.eissn 2297-900X es_ES
dc.relation.pasarela S\513749 es_ES
dc.contributor.funder Generalitat de Catalunya es_ES
dc.contributor.funder Agencia Estatal de Investigación es_ES
dc.subject.ods 13.- Tomar medidas urgentes para combatir el cambio climático y sus efectos es_ES


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