Climate Change Cyber Activism- Visual Communication Content Analysis of Youth Activist Greta Thunberg’s Instagram

On August 14, 2019, Greta Thunberg sailed across the Atlantic Ocean to attend the United Nations Climate Summit in New York City. The purpose of this study was to explore the messaging behind youth Cyber activist Greta Thunberg’s Instagram account during her journey. We used an arts based visual content analysis approach and the following research questions guided the study: a) How did Thunberg share her climate activist journey with her Instagram followers? and b) How did Thunberg’s Instagram followers respond to posts she made during her climate activist journey? We collected posts from August 14 to 28, 2021. Images, captions, and the first ten comments of the posts shared by Thunberg’s Instagram account were qualitatively coded. Themes that emerged from the arts-based visual and textual analysis included: 1) Thunberg shared her experience through journey storytelling and voiced ongoing activism and 2) Thunberg’s audience members’ top comments indicated a primarily negative response to her journey. We highlight themes from the posts and discuss implications for online cyber activists and communication professionals.