DIGITAL ENVIRONMENTAL DISCOURSE: ADVOCACY RHETORIC AND ECOLOGICAL NARRATIVES ON SOCIAL MEDIA

Abstract

This study explores how ecological narratives and advocacy rhetoric function as influential linguistic tools on social media platforms such as Facebook and Instagram to promote environmental awareness and activism. Employing a qualitative design, it analyzes nine selected posts from three environmental campaigns using Fairclough’s critical discourse framework. The analysis uncovers how rhetorical and narrative strategies communicate ecological issues, shape public perceptions, and inspire environmental action. The findings highlight the pivotal role of language in constructing persuasive ecological discourses that foster environmental consciousness and support sustainability initiatives.