Social imaginaries on climate change: analysis of instagram eco-influencers

Abstract

In this article we analyze the emergence of imaginaries regarding the climate crisis based on ethnographic research and a narrative visual analysis of 231 images from Instagram accounts devoted to the dissemination of environmental content. We suggest that these activists (that we name eco-influencers) are creating narratives that dialogue with the social imaginary linked to modernity, questioning the separation between nature and culture (belonging to that imaginary) and suggesting a reconnection with nature.