Communicating about climate change mitigation on social media: multimodal analysis of Instagram posts by Belgian, French, and Norwegian opinion-leading individuals and organizations

Climate change is an urgent global issue requiring culturally relevant communication to foster sustainable practices. Despite diminished media coverage during the COVID-19 pandemic, the urgency of addressing the climate crisis remains relevant. In this study, we highlight the pivotal role of Instagram in shaping environmental discourses, emphasizing that communication effectiveness frequently depends on aligning opinion leader content with their established image and expertise. Focusing on Instagram, one of the most popular visual social media platforms in Europe, the research examines the sem... Mehr ...