University of Twente Student Theses


Engaging in climate activism : how Fridays for Future and Extinction Rebellion communicate climate change on Instagram

Kober, J. (2022) Engaging in climate activism : how Fridays for Future and Extinction Rebellion communicate climate change on Instagram.

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Abstract:Purpose. While the climate crisis is increasing, climate movements like Fridays For Future (FFF) and Extinction Rebellion (XR) try to motivate as many people as possible to become active on part of the climate. To pursue this goal and communicate about climate change, FFF and XR frequently make use of social media platforms like Instagram. However, little is known so far about the extent to which the movements might differ concerning their Instagram use to communicate about climate change. Thus, during this research, the question ‘How do Fridays For Future and Extinction Rebellion communicate about climate change on Instagram?’ will be answered. Methods. This research makes use of qualitative content analysis. 80 Instagram posts per movement are coded based on the codes of post sentiment, emotion, SIMPEA model, agent, type of activity, picture type, and picture content. Before the start of the coding process, interrater reliability was found to be sufficient for every code. Results. The results have shown that both movements focus on rather similar content, however, their way of communicating differs to some extent. For example, while XR makes use of strong emotional language, and presents the audience with fear-eliciting future scenarios, FFF makes less use of judgmental language and focuses on present situations. Discussion and Conclusion. This research provides an extensive overview of the used communication strategies of FFF and XR. Thus, it serves as a suitable starting point for future research to investigate the effectiveness of their communication strategies. Keywords: Climate movements, Communication Strategies, Instagram, Content analysis
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:77 psychology
Programme:Psychology BSc (56604)
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