LANGUAGE FOR THE PLANET: ADVOCACY RHETORIC AND ECOLOGICAL NARRATIVES ON SOCIAL MEDIA

Abstract

This study examines how ecological narratives and advocacy rhetoric serve as potent linguistic tools on social media platforms like Facebook and Instagram to promote environmental advocacy and enhance ecological awareness through digital campaigns. Using a qualitative approach, the research analyzes posts from three different social media campaigns, focusing on a selection of nine posts that center on environmental advocacy and ecological awareness through advocacy rhetoric analysis. It highlights the importance of using these narratives and rhetoric to foster ecological awareness and promote environmental advocacy in the digital space. The researchers apply Fairclough's framework to investigate the nuanced meanings and persuasive narratives that expose environmental challenges, address pressing ecological topics, demonstrate how language impacts ecological consciousness, and push for social and environmental reform. The study aims to assess the role of language in shaping perceptions and advancing pro-environmental messages on social media. It also explores how linguistic choices within social media discussions influence public opinion and increase awareness of environmental issues. The findings indicate that social media discourses engage with ecological topics and clarify the impact of language in raising environmental awareness and nurturing a sustainable ecological consciousness.