This thesis examines the discourses produced by Instagram's green influencers or greenfluencers, focusing on the intersection of capitalism and sustainability. Greenfluencers attempt to merge environmental awareness with lifestyle content, but often encounter friction between promoting sustainability and engaging with the capitalist system. With a focus on macro greenfluencers with over 100,000 followers, the aim is to unravel how they understand and promote sustainability in their discourses, using the recontextualisation approach of critical discourse analysis. This thesis reflects some performative and contradictory practices of greenfluencers, revealing their recontextualisation of neoliberalism within sustainability discourses. Two key topics are identified: Self-serving sustainability, and Contradictory essence. The findings highlight how greenfluencers often bring forth personal achievements over call to collective action, promoting individual responsibility while perpetuating consumption culture. Despite occasional calls for environmental justice, their approach often lacks the depth and systemic perspective.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:hj-65097 |
| Date | January 2024 |
| Creators | Primananda, Edwina Putri |
| Publisher | Jönköping University, HLK, Medie- och kommunikationsvetenskap |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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