Using data from the Latinobarómetro (Latin Barometer) survey of 2017 to analyze the effect of social network site usage on climate change awareness in 18 Latin American countries, this article makes three contributions. First, it offers results on the socioeconomic determinants of climate awareness in a region of the world where there is scant published evidence in this regard. Second, it shows the effect of social media consumption on climate change awareness by assessing the role of each of the most popular sites: YouTube, Facebook, Instagram, Twitter, LinkedIn, WhatsApp, Snapchat, and Tumblr. Third, it assesses the effects of multi-platform consumption. The results show that YouTube has the strongest and most robust positive and statistically significant effect on climate change awareness, followed by Instagram, Twitter, and WhatsApp, while being a multi-platform user also has a positive and statistically significant effect on climate change awareness. The implications of these findings for understanding the role of social media in the development of environmental awareness are discussed. Supplementary Information The online version contains supplementary material available at 10.1007/s11111-023-00417-4.
El artículo presenta un análisis multimodal del discurso de ecoinfluencers uruguayos con actividad en una de las redes sociales más populares en la región (Instagram). Desde la perspectiva de la comunicación ambiental, atenta a qué ecologismos toman relevancia en la conversación pública digital, se analiza el discurso ambiental de una muestra de 200 publicaciones de diecisiete influencers creadas entre junio del 2021 y junio del 2022. Los desafíos ambientales y las respuestas posibles se ubican predominantemente en la esfera del estilo de vida individual, con los consumidores como protagonistas y a la ecoeficiencia como el ecologismo que mejor sintetiza las actitudes y acciones propuestas. La contaminación es la crisis ambiental con más presencia en estos discursos frente a una presencia acotada del cambio climático y el tratamiento informativo o educativo es el que predomina en las publicaciones.
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