{"id":772,"date":"2023-11-05T18:06:56","date_gmt":"2023-11-05T18:06:56","guid":{"rendered":"https:\/\/wpmu.mau.se\/nmict23group5\/?p=772"},"modified":"2023-11-10T04:26:28","modified_gmt":"2023-11-10T04:26:28","slug":"climate-influencers-bringing-social-change","status":"publish","type":"post","link":"https:\/\/wpmu.mau.se\/nmict23group5\/2023\/11\/05\/climate-influencers-bringing-social-change\/","title":{"rendered":"Climate influencers: Bringing social change?"},"content":{"rendered":"
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Header Image Credits:  Markus Spiske\/Pexels<\/em><\/p>\n\n\n\n

#Listen<\/strong><\/a> to this post<\/em><\/p>\n\n\n\n

Social media and digital technologies have democratized communication, allowing individuals to connect with large communities worldwide. With the right tools and narrative, anyone can become an influential figure and bring about social change. Since October, this blog \u201cIs Anybody Listening?\u201d has been a hub for discussions on the use of digital technologies in activism and the challenges faced by those who are advocating for transformational change and social justice.<\/p>\n\n\n\n

Climate influencers play an essential role in social change and advocating for climate justice. They hold significant influence and can utilize their online platforms to champion sustainable living and environmental issues. However, this approach centres around individual responsibility and actions, whereas climate action requires community action and systemic change. Nevertheless, their actions have been successful in advocating social change. It is imperative to promote diversity within the influencer community and bridge digital literacy gaps. Moreover, the platform design is an important consideration in the dynamic between influencers and their followers.<\/p>\n\n\n\n

Digital technologies have changed public interactions and social norms (T\u00fcfek\u00e7i, 2017), allowing users to engage with not only their immediate circles but also their favourite brands and online celebrities, creating a new breed of \u2018social media influencers\u2019. Influencers gain fame based on their online presence rather than their offline actions, such as celebrities or professional athletes.<\/p>\n\n\n\n

In this context, an influencer, defined by Cornwell (2020:7), is \u201ca persona (related to a person, group of people, or organization) that possesses greater than average potential to sway others in terms of thoughts, attitudes and behaviours due to attributes of their communication frequency, persuasiveness, social network or other characteristics.\u201d Climate influencers play an indispensable role in raising awareness for climate issues and social movements, using their online following to support the cause.<\/p>\n\n\n\n

The terms \u2018climate influencer\u2019, along with \u2018green influencer\u2019, \u2018eco-influencer\u2019 and \u2018environmental influencer\u2019, have grown in popularity on digital platforms and refers to individuals advocating for sustainable lifestyles and sharing environmental content (Dekoninck & Schmuck, 2023). This includes climate activists such as Greta Thunberg and Vanessa Nakate as well as those creating awareness for sustainable lifestyles (e.g., zero-waste lifestyle) and promoting sustainable or eco-friendly brands. While both may genuinely be interested in climate issues and driving transformational change, others may be primarily motivated by financial gain or personal branding.<\/p>\n\n\n\n

Advocating individual behaviour change<\/strong><\/h5>\n\n\n\n

Climate influencers have emerged as powerful voices in the digital age, using their online presence to advocate for sustainable lifestyles and environmental causes. However, their approach to advocacy often revolves around individual behaviour change, which can inadvertently reinforce capitalist narratives and overlook the need for broader structural changes.<\/p>\n\n\n\n

The research by Noske-Turner (2023) has explored how business language has eased into the development and social change communication space. Interestingly the research showed that many of the ideas highlighted in the discussion drew on popular business narratives, highlighting the exceptional and hero-like nature of the individual leaders, who were able to mobilize followers and communities (Noske-Turner, 2023). The research recognized that while using capitalist mechanisms with good intentions, there is a need to be careful as it puts the responsibility on the individuals to solve community problems.<\/p>\n\n\n\n

Similarly, social marketing aims to shape consumption by focusing on individual behaviour for the collective good, using lessons learned from commercial marketing. (Hastings & Domegan, 2017). Hastings & Domegan (2017) point out that despite systemic drivers (inequalities, corporate power, commercial marketing) social problems are self-inflicted, and therefore they can be solved through individual behaviour change. Thereby reinforcing dominant capitalist narratives, repeating patterns of power and inequality and disregarding the need for structural changes needed to bring about social change. In this regard, climate influencing is used on social media platforms to provoke certain individual behaviours or actions. The aforementioned emphasis on personal responsibility may not be sufficient to address the systemic drivers of environmental issues.<\/p>\n\n\n\n

Due to their high profile and existing online followers, celebrities can also act as climate influencers. Farrell (2019) argues that similar, to community leaders, their success as climate activists relies on the audience\u2019s perception of their authenticity. Often considered as a commodity that generates economic capital, celebrities seek to use their social capital to raise awareness for environmental causes (Raphael, 2019). The study also makes it abundantly evident that one’s credibility and genuineness as a climate influencer may be limited by personal and professional decisions.<\/p>\n\n\n\n

The high profile and fame of celebrity climate influencers have provided a unique position and existing platform to promote causes and in turn increase their political and social capital which in turn generates economic capital and vice versa (Raphael, 2019). To be effective, they should be well informed on the topic to ensure their credibility and to avoid accidentally misinforming their audience (Dekoninck & Schmuck, 2022). However, it is unlikely that relying solely on the social capital of non-experts will be enough to bring about social change on environmental issues.<\/p>\n\n\n\n

Advocating for social change<\/strong><\/h5>\n\n\n\n

Climate influencers play a critical role in education and training, information dissemination and creating awareness. They engage directly with their followers by intertwining their personal and sustainable lifestyles with environmental content (Dekoninck et al. 2023). <\/p>\n\n\n\n

In 2018, Greta Thunberg, an early climate influencer, mobilized millions of youth activists worldwide to protest for climate justice and documenting her strike on social media she created her online following (Wielk & Standlee 2021). Using strategies, similar to that of social marketing influencers, narrative building, and sharing creative content to attract followers. The study by Wielk & Standlee (2021) explores online community building on Twitter by youth climate movements, through the creation of online identities, engaging in online and offline protests and using emotive calls to action. Using these strategies creates a common narrative which resonates with their followers and provokes them to action.<\/p>\n\n\n\n

Engagement through information dissemination and visual content led to increased engagement from followers and their subsequent participation offline (Wielk & Standlee 2021). The research also observed that although there are claims that followers \u201clike\u201d or \u201cretweet\u201d as a form of action or \u201cslacktivism\u201d rather than offline action. Contrarily, influential activists often shared information about local protests happening worldwide, but they did not always gain the requisite media attention (Wielk & Standlee 2021).<\/p>\n\n\n\n

Younger audiences develop strong \u2018parasocial\u2019 relationships, where individuals feel bonded to actors they do not know personally, with influencers, which in turn leads to their participation in activism (Dekoninck & Schmuck, 2023). The authors aimed to examine the impact of climate influence on the participation of youth in politics and found that influencers who discuss environmental issues lead to their participation, albeit in less conventional ways, such as protesting and boycotting brands. (Dekoninck & Schmuck, 2023).<\/p>\n\n\n\n

More specific studies have considered the importance of climate influencers in creating awareness of the climate crisis, suggesting that while celebrity influencers increase engagement and reach, however, they are limited when it comes to sustained engagement (Deb et al., 2023). A possible solution could be for influencers to partner with government bodies and NGOs and other organizations to sustain participation (Dekoninck & Schmuck, 2023).<\/p>\n\n\n\n

A further study established that influencers can be both experts and non-experts, however, both types of influencers can have an impact on the attitudes and behaviours of their followers (Dekoninck & Schmuck, 2022). The study also found that users following influencers who spread awareness about causes like the environment were linked to a greater possibility of pro-environmental behaviour (Dekoninck & Schmuck, 2022).<\/p>\n\n\n\n

This section has shown that climate influencers are effective in education, information dissemination and creating awareness. Through their strong online following, they inspire their communities to different forms of activism. However, while the research shows elements leading to social change, the research is primarily based on data from the Global North, focusing on youth influencers and their followers. Challenges persist to ensure the diversity of climate influencers.<\/p>\n\n\n\n

Inequality in climate advocacy<\/strong><\/h5>\n\n\n\n

One of the proposed advantages of climate influencers involved in advocating for climate action and sharing information is that having diverse voices can reach broader audiences and engage people who otherwise would not be exposed to environmental messaging. However, there are challenges with ensuring the diversity of climate influencers, in particular gaps in digital literacy exclude marginalized voices.<\/p>\n\n\n\n

The use of digital technologies excludes participation and creates a \u201cdigital activism gap\u201d across social classes (Shradie, 2018). The study argues that although digital technologies are available and broadly support participation, it also identified class inequalities in participation in digital activism (Shradie, 2018).  Rather than reducing participation barriers, it increased the cost burdens for lower socio-economic groups who lacked capacity in skills, access, time and empowerment (Shradie, 2018). The research findings demonstrated that organisations, with working-class activist members, lacked websites and were less likely to have and use social media accounts like Facebook and Twitter (Shradie, 2018). Regarding individual member costs, challenges included limited access to the internet and new technologies and, a lack of skills to create content (Shradie, 2018).<\/p>\n\n\n\n

Digital technologies provide new ways of policing collective action using methods of data surveillance which expands the spread of surveillance practices across multiple groups, e.g., family, community, employers, etc. (Lee, 2022). The research found that youth activists, in particular marginalized youth, adopt hybrid tactics to avoid surveillance (Lee, 2022). In marginalized groups, concerns were higher regarding state surveillance, whereas in democracies their concerns were higher regarding their social surveillance, inc. families, communities, peers and future employers. The paper suggests, that using different methods of protest and tactics, allows activists to create their own collective identity and actions (Lee, 2022).<\/p>\n\n\n\n

Lee (2022) points out that activists may have different online identities and different spaces online may represent different parts of their identity to avoid surveillance. Likewise, although in a different context, Balick (2023) suggests individuals may adopt different forms of expression to match the dynamics within their communities. Similarly, climate influencers may adopt different representations of their identity and change their narrative to adapt to their followers\u2019 interaction and the platform design.<\/p>\n\n\n\n

Diversity in climate influencers is crucial for reaching broader audiences and engaging people who might not otherwise be exposed to environmental messaging. However, there are challenges in ensuring diversity, as marginalized voices continue to face obstacles related to digital literacy, access, and time. This digital activism gap can perpetuate inequalities in climate advocacy and activism.<\/p>\n\n\n\n

Platform design<\/strong><\/h5>\n\n\n\n

The specific design of digital platforms alters how messages are constructed and conveyed. Finding like-minded communities is intertwined with the design of the digital platform, which ultimately decides on the communities we find (T\u00fcfek\u00e7i, 2017). Influencers hold significant interdependencies with social platforms, which has created an unbalanced power dynamic between the content creator and the platforms (Richter & Ye, 2023).<\/p>\n\n\n\n

The research by, Richter & Ye, (2023) proposed to consider how working within Instagram\u2019s environment, influencers are in an insecure position as they are dependent on the platform their public persona and work life, but at the same time have no control over the changes to the platform. Influencers must constantly change their positions to match the requirements of the changing algorithms and features on different platforms (Richter & Ye, 2023).<\/p>\n\n\n\n

The design of digital platforms also plays a significant role in shaping the influence of climate advocates. Influencers are dependent on these platforms, but they have limited control over changes in algorithms and features. This dynamic can create an insecure position for influencers, who must adapt to platform changes to maintain their reach and influence.<\/p>\n\n\n\n

Conclusion<\/strong><\/h5>\n\n\n\n

Climate influencers have a vital role to play in driving social change and promoting climate justice. However, their approach should be balanced, considering both individual responsibility and the need for systemic and structural changes. Efforts should be made to ensure diversity in the influencer community and to address the digital activism gap that exists, especially in marginalized communities. Additionally, platform design should be taken into account when considering the interplay between influencers and social media. Ultimately, it is a collective effort that will bring about the transformative changes needed to address the urgent challenges of climate change.<\/p>\n\n\n\n

References<\/strong><\/h5>\n\n\n\n

Balick, A. (2023). Social Media, Identity, and Careful Culture: How online social networks limit identity, amplify difference, and diminish social cohesion. Psychoanalytic Inquiry, 43(1), 24\u201335. https:\/\/doi.org\/10.1080\/07351690.2023.2160190<\/a><\/p>\n\n\n\n

Cornwell, T. B. K. (2020). Influencer: The Science Behind Swaying Others. Routledge.<\/p>\n\n\n\n

Deb, B., Murali, R., & Nagendra, H. (2023). Powerful but short-lived: pop bands as influencers of climate discussions on twitter. Environmental Research Communications, 5(3), 035006. https:\/\/doi.org\/10.1088\/2515-7620\/acba6d<\/a><\/p>\n\n\n\n

Dekoninck, H., & Schmuck, D. (2022). The mobilizing power of influencers for Pro-Environmental behavior intentions and political participation. Environmental Communication, 16(4), 458\u2013472. https:\/\/doi.org\/10.1080\/17524032.2022.2027801<\/a><\/p>\n\n\n\n

Dekoninck, H., & Schmuck, D. (2023). The \u201cgreenfluence\u201d: Following environmental influencers, parasocial relationships, and youth\u2019s participation behavior. New Media & Society, 146144482311561. https:\/\/doi.org\/10.1177\/14614448231156131<\/a><\/p>\n\n\n\n

Dekoninck, H., Van Houtven, E., & Schmuck, D. (2023). Inspiring G(re)en Z: Unraveling (Para)social Bonds with Influencers and Perceptions of Their Environmental Content. Environmental Communication-a Journal of Nature and Culture, 17(7), 701\u2013719. https:\/\/doi.org\/10.1080\/17524032.2023.2237693<\/a><\/p>\n\n\n\n

Hastings, G., & Domegan, C. (2017). Harnessing the power of marketing. In Routledge eBooks. https:\/\/doi.org\/10.4324\/9781315648590-1<\/a><\/p>\n\n\n\n

Lee, A. (2022). Hybrid activism under the radar: Surveillance and resistance among marginalized youth activists in the United States and Canada. New Media & Society, 146144482211058. https:\/\/doi.org\/10.1177\/14614448221105847<\/a><\/p>\n\n\n\n

Noske-Turner, J. 2023: Communication for Social Changemaking: A \u201cNew Spirit\u201d in Media and Communication for Development and Social Change? International Journal of Communication, 17:2023), 2944\u20132966. https:\/\/ijoc.org\/index.php\/ijoc\/article\/view\/18759<\/a><\/p>\n\n\n\n

Richter, V., & Ye, Z. (2023). Influencers\u2019 Instagram imaginaries as a global phenomenon: Negotiating precarious interdependencies on followers, the platform environment, and commercial expectations. Convergence, 135485652311789. https:\/\/doi.org\/10.1177\/13548565231178918<\/a><\/p>\n\n\n\n

Raphael, J (2019). \u201cAuthentic activism: Challenges of an environmental celebrity\u201d in Farrell, N. (2019). The political economy of celebrity activism. https:\/\/doi.org\/10.4324\/9781315560519<\/a><\/p>\n\n\n\n

Schradie, J. (2018). The Digital Activism Gap: How class and costs shape online collective action. Social Problems, 65(1), 51\u201374. https:\/\/doi.org\/10.1093\/socpro\/spx042<\/a><\/p>\n\n\n\n

T\u00fcfek\u00e7i, Z. (2017). Twitter and tear Gas: The power and Fragility of networked protest. New Haven, CT: Yale University Press.<\/p>\n\n\n\n

Wielk, E. G., & Standlee, A. (2021). Fighting for Their Future: An exploratory study of online community building in the youth Climate Change movement. Qualitative Sociology Review, 17(2), 22\u201337. https:\/\/doi.org\/10.18778\/1733-8077.17.2.02<\/a><\/p>\n\n\n\n

Personal reflections<\/h5>\n\n\n\n

The blogging experience has been a great opportunity to gain new experience. It has been an interesting challenge to write in a different format and a useful opportunity to think about new and creative ways to explore the topics that I am interested in but would not discuss in my professional life. <\/p>\n\n\n\n

In many ways, the thoughts and questions I had during this blogging adventure reminded me of those I’ve encountered during my research for this blog. I have found myself wrestling with things like how to build a following from scratch, how to make my voice heard among the vast quantity of information on the internet, and how to bypass algorithms. This journey has given me a deeper understanding and empathy for activists who champion their causes with unwavering dedication.<\/p>\n\n\n\n

Working together with my fellow group members has been very enjoyable. We all have our unique perspectives, and we used that diversity to create an appealing website and some interesting and engaging blog posts. I also appreciated the opportunity to learn from each other and share our experiences and perspectives among the group. <\/p>\n\n\n\n

It has been my pleasure to work with my group, Mila, Markel, Phil and Julia. Thank you!<\/p>\n\n\n\n

Don\u2019t want to read?\u00a0Listen<\/strong>\u00a0to this post here:<\/em><\/p>\n\n\n\n

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