Insects are not really beloved by many people, although their importance for humankind and the planet’s ecosystem is out of question. The lack of resonance and emotional attachment towards insects have an immense impact on how politics deal with the fact that the number of insects is decreasing and the ecological balance is threatened as a consequence. This thesis contributes to the understanding of the role of emotions in environmental discourses and examines the societal meaning of the insect biodiversity. Analysing how the discourse is visualised and communicated in the media shows how and to what extent different emotions are evoked to make people care about insects, be engaged and mobilised. Emotions can be seen as the base for caring and feeling responsible for the natural word, establishing ecological awareness and inducing socio-political change.