Glen Aviaro Samanda

Analysis of the Communication Model in Greta Thunberg Environmental Campaign on Instagram

Introduction

Analysis of the communication model in greta thunberg environmental campaign on instagram. Analyze Greta Thunberg's Instagram environmental campaign communication. Examines how Aristotle's rhetoric (ethos, pathos, logos) mobilizes global climate action.

Abstract

This study examines the communication model in Greta Thunberg’s environmental campaign on Instagram using Aristotle’s rhetorical approach: ethos, pathos, and logos. The research explores how Greta builds credibility as an activist (ethos), engages audience emotions to raise awareness (pathos), and strengthens her arguments with scientific data (logos). A library research content analysis of selected posts from @Gretathunberg identifies communication patterns in her digital campaign. Findings indicate that Greta effectively utilizes Instagram as a persuasive communication tool. Ethos is built through her global recognition as a young activist. Pathos is evident in emotional language, strong metaphors, and urgent calls to action, while logos is reinforced through scientific evidence and expert references. Instagram’s visual and interactive features enhance message dissemination, enabling audiences to actively engage, share content, and participate in discussions rather than being passive recipients. This study concludes that Aristotle’s rhetorical theory remains highly relevant in digital communication. Through a strategic combination of ethos, pathos, and logos, Greta Thunberg successfully mobilizes a global movement, raising public awareness and driving participation in climate action. Keywords: Rhetoric, Instagram, Campaign, Social Media, Activism

Review

The study, "Analysis of the Communication Model in Greta Thunberg Environmental Campaign on Instagram," addresses a highly relevant and timely topic concerning digital activism and persuasive communication in the context of climate change. Its selection of Greta Thunberg's Instagram campaign as a case study is particularly apt, given her global influence and the platform's central role in contemporary social movements. A significant strength lies in the adoption of Aristotle's rhetorical approach (ethos, pathos, logos) as the analytical framework, demonstrating its enduring utility for dissecting modern communication strategies. The research clearly articulates its objective to explore how these rhetorical appeals are deployed to build credibility, engage emotions, and strengthen arguments, promising valuable insights into effective digital advocacy. The abstract effectively outlines the study's key findings, indicating that Greta Thunberg's campaign successfully leverages Instagram as a persuasive tool. The identification of ethos through her recognized status, pathos via emotional language and calls to action, and logos through scientific data provides a clear picture of her multi-faceted communication strategy. While the abstract notes that Instagram's visual and interactive features enhance message dissemination and audience engagement, a deeper exploration in the full paper of the *specific affordances* of Instagram (e.g., how Story features or specific comment dynamics contribute to or modify rhetorical appeals, beyond general social media interaction) could further enrich this aspect. Nevertheless, the study's confirmation of Aristotle's rhetorical theory's continued relevance in digital communication is a robust and well-supported conclusion. In conclusion, this study offers a compelling analysis of how classical rhetorical principles are effectively reinterpreted and applied within a contemporary digital landscape. Its findings contribute significantly to our understanding of successful social media activism, particularly in the environmental domain, and reinforce the analytical power of time-honored communication theories. The research provides a valuable framework for examining other digital campaigns and offers practical insights for activists and organizations aiming to mobilize public support. Future research could potentially expand on these findings by conducting comparative studies across different activist campaigns or platforms, or by incorporating audience reception analysis to further explore the perceived impact of these rhetorical strategies.

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