Environmental Activism in The Digital Age: Exploring Environmental Hashtags Through Ecolinguistics And Critical Discourse Analysis

Abstract

This study explores how environmental hashtags on social media function as tools of digital activism and examines whether they contribute to meaningful environmental action or primarily serve symbolic and ideological purposes. Drawing on the theoretical perspectives of Ecolinguistics, Critical Discourse Analysis (CDA), Frame Theory, and Metaphor Theory, the research analyses environmental hashtags such as #GreenLanguage, #EcoJustice, #PeopleNotProfit, #EcoFriendly, and #FridaysForFuture on Instagram. Using a qualitative research design, the study investigates how these hashtags construct ecological narratives, shape environmental awareness, and influence public engagement. The analysis suggests that environmental discourse on social media frequently promotes symbolic engagement rather than substantial environmental action, reflecting the phenomenon of slacktivism. Furthermore, environmental hashtags are often employed to advance broader political and ideological agendas, linking ecological concerns to issues of justice, power, and governance. The study argues that the continued popularity of environmental hashtags is driven not only by environmental advocacy but also by their ability to generate visibility, social recognition, and ideological alignment.