| Abstract [eng] |
One of the key challenges in mitigating climate change is to bring about changes in policy, business and public behaviour. Climate change communication encompasses many disciplines, including psychology, highlighting the importance of effective communication between governments, businesses and a unified message about potential climate change communication solutions. Significant reductions in greenhouse gas emissions require a rapid transformation of energy systems over the next three decades, a task made more difficult by global economic interdependence and people's established lifestyles. This requires coherent business and policy strategies and active public participation. Despite the growing amount of information, the climate change discourse does not have a unified consensus and also often reflects divergent views. Many individuals, especially those with socio-economic privilege, resist accepting climate change because of the perceived emotional, intellectual and financial costs. However, political and media attention to environmental issues has increased, shaping public understanding and concern about climate change. Modern technology has improved the dissemination of information on climate change, and social media plays a key role. Social media influences news content and reaches a wide audience, and many believe that digital technologies will help in the fight against climate change. The public, especially young people, are becoming more involved in climate action through social media, protests and political advocacy. Climate activists such as Fridays for Future and Extinction Rebellion are gaining global attention and stimulating academic interest in digital climate activism. There is still a lack of significant climate change research in Lithuania. Existing research focuses on media studies, social perceptions of risk and political discourses related to climate change. This study aims to examine climate activist communication in Lithuania, specifically the communication of Extinction Rebellion and Fridays for Future on Instagram and Facebook social media channels. The study analyses 200 public posts by these groups between 2019 and 2024 in order to understand their communication and engagement strategies for activism. This analysis helps to understand how digital platforms can strengthen climate activism and public engagement in Lithuania, and provides insights into the broader field of climate change communication. Climate activist communication often emphasises imminent threats and catastrophes and conveys emotions such as fear, anger and frustration. The main narratives of climate change communication in Lithuania are related to the fear among young people that there will be no future because humanity will become extinct. Climate change is communicated as a political struggle and problem. The main problems they address are the use of fossil fuels, manufacturing industry, greenhouse gas emissions, deforestation and the destruction of urban green spaces. Activists use scientific data to support their messages, covering topics such as threats to life, climate migrants, natural impacts and temperature change. They promote collective action as a solution, calling for protests, meetings, petition signatures and other forms of engagement. |
