Social media activism: an analysis of how climate activists use Instagram and encourage green behaviour among their followers.
Aktivismus na sociálních sítích: analýza způsobu, jakým klimatičtí aktivisté využívají Instagram a podporují ekologické chování svých sledujících.
diploma thesis (DEFENDED)
Study Information System: 245252
- Kvalifikační práce 
Faculty / Institute
Faculty of Social Sciences
Journalism, Media and Globalisation
Department of Journalism
Date of defense
16. 9. 2022
PublisherUniverzita Karlova, Fakulta sociálních věd
Keywords (Czech)sociální média, Instagram, klimatičtí aktivisté, influenceři, mikroinfluenceři, životní prostředí, sebeprezentace, personalizace politiky, ekologické chování
Keywords (English)social media, Instagram, climate activists, influencers, micro-influencers, environment, presentation of self, personalisation of politics, green behaviour
Climate crisis is arguably one of the most pressing issues of our societies currently. As social media has become an important part of our everyday lives and is a tool with the capacity to influence the opinion and behaviour of people, this master thesis wants to explore how climate activists portray themselves on the visual social media platform Instagram and encourage offline green action among their followers. The research is based on the qualitative content analysis of 12 semi-structured interviews with young climate activists who use Instagram and the analysis of their posts. The thesis uses Goffman's presentation of self in an online context, internet activism, the personalisation of politics, social media influencers and climate communication as its theoretical framework. Results showed that climate activists not only use social media strategies of influencers on Instagram (often unwillingly), but also heavily rely on the personification of their messages and sharing aspects of their personal lives to establish connections with their followers. Climate activists interviewed qualified as micro-influencers, which allowed them to form deep relationships with their audience because of the small follower base and gave them the possibility to assess the extent of their impact on their audience's...