MULTIMODAL ANALYSIS OF THE DISCOURSE OF URUGUAYAN ECO-INFLUENCERS ON INSTAGRAM

Abstract

The article presents a multimodal analysis of the discourse of Uruguayan eco-influencers active in one of the most popular social networks in the region. From the perspective of environmental communication, attentive to which environmentalism is relevant in the digital public conversation, the environmental discourse of a sample of 200 Instagram posts from 17 influencers, created between June 2021 and June 2022, is analyzed. Environmental challenges and the possible responses are located predominantly in the sphere of individual lifestyle, with consumers as protagonists, and eco-efficiency as th e en vironmentalism th at be st sy nthesizes th e at titudes and proposed actions. Pollution is the environmental crisis with the most significant presence in these discourses, compared to a limited presence of climate change, and the informative or educational treatment is the one that predominates in the publications.