This case study aims to explore how emotional communication on social media can influence the target group by examining the communicative strategies, including visuals and narratives, used by the climate activist group Rebellmammorna. Eight semi-structured interviews were conducted with members of Rebellmammorna to investigate how they describe their communicative strategies, how they use emotional communication to establish a relationship with their target group, and how users experience the communication on their social media platforms (Facebook, Instagram, and their webpage). Data were also collected through digital ethnography of their social media channels. The data was then analysed through a thematic analysis. The results indicate that Rebellmammorna's own perspective in how they describe their communication strategies agrees with the users' experiences of Rebellmammorna's Instagram and Facebook channels, which suggests that they are successful in their communication. / Denna fallstudie syftar till att undersöka hur emotionell kommunikation på sociala medier kan på verka målgruppen genom att undersöka de kommunikationsstrategier, inklusive visuella och narrativa element, som används av klimataktivistgruppen Rebellmammorna. AJ tta semi-strukturerade intervjuer genomfördes med medlemmar i Rebellmammorna för att undersöka hur de beskriver sina kommunikationsstrategier, hur de använder emotionell kommunikation för att etablera en relation med sin målgrupp, och hur användarna upplever kommunikationen på deras sociala medieplattformar (Facebook, Instagram och deras webbplats). Data samlades också in genom digital etnograLi av deras sociala mediekanaler. Datan analyserades sedan med hjälp av tematisk analys. Resultaten indikerar att Rebellmammornas egna perspektiv i hur de beskriver sina kommunikationsstrategier överensstämmer med användarnas upplevelser av Rebellmammornas Instagram- och Facebook-kanaler, vilket antyder att de är framgångsrika i sin kommunikation.

In an era where civil disobedience is more commonly used as a tactic for climate movements and media coverage is key for the success of the movement, this study explores the interplay between news media portrayal and activists strategies in the context of environmental activism, focusing on civil disobedience actions targeting famous artworks. By analyzing articles from prominent international newspapers and interviewing activists, this study delves into how news media frame these particular actions, and how activists themselves navigate challenges posed by news media portrayal. Drawing on research on the protest paradigm, the public nuisance paradigm and the activist dilemma, this study reveals that while media coverage often employs negative language to depict their actions and tactics, activists strategically utilize civil disobedience to amplify their message regardless of the risk of backlash. Despite initial challenges, activists remain committed to fostering dialogue and raising awareness of climate change by targeting iconic images, with the belief that people will hate them and their actions, but start talking about the climate.