Representation of women's participation in environmental issues on social media: A qualitative content analysis of instagram content
DOI:
https://doi.org/10.61511/environc.v2i1.2025.3131Keywords:
representation, participation, women, environment, social mediaAbstract
Background: Technological development has significantly transformed various aspects of human life, including how environmental issues are understood, communicated, and acted upon. While environmental action has traditionally been associated with physical and collective practices, the rise of social media has created new participatory spaces that enable broader engagement with environmental concerns. Previous studies have shown that digital platforms increasingly function as arenas for environmental advocacy and gendered participation. However, limited research has examined how these dynamics intersect within visual and narrative communication on social media. This study aims to explore how women’s participation in environmental issues is represented on social media, focusing on content shared through the Instagram account @id.peribumi. Methods: The research employs a qualitative content analysis approach to identify meanings, symbols, and communication strategies that construct representations of women’s involvement in environmental discourse. The data consist of environmental-related posts published between 15 August and 15 October 2025. Findings: The findings indicate that women are portrayed not as passive recipients of environmental messages, but as active agents who shape narratives of sustainability and environmental justice through creative digital expressions. The analysis demonstrates that representation and participation are closely interconnected, reflecting an emerging form of digital ecofeminism that integrates activism, identity affirmation, and inclusive communication practices. Conclusion: In conclusion, social media functions as a transformative space that enables women to express leadership, articulate environmental values, and strengthen their roles within contemporary environmental movements. Novelty/Originality of this article: The originality of this study lies in its focus on digital ecofeminism as an intersection between gender, activism, and sustainability communication within social media contexts. By examining visual and narrative representations on Instagram, this research contributes to expanding discussions on women’s environmental participation in the digital sphere. The study is limited to environmental content published on the Instagram account @id.peribumi during the specified research period.
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