This thesis explores the communication strategies employed by the climate movements Fridays for Future (FFF) and Last Generation (LG) in Germany, and their media portrayal. In the first part, the research focuses on how these movements use Instagram to inform, engage with their audiences and mobilise supporters. By analysing 156 Instagram posts shared between 1 August and 30 September 2024, this study identifies the strategies both movements use to convey their messages, build collective identities, and create a sense of urgency around climate activism. An emphasis is placed on their diagnostic, prognostic, and motivational approaches, along with their use of visuals, emotions and populism, as well as framing techniques. In addition, the thesis examines how FFF and LG are portrayed in the media, focusing on three major German news outlets: FAZ, Zeit Online, and taz. These outlets were chosen for their diverse political orientations - conservative, liberal, and left-wing. The study encompasses a dataset of 306 articles collected over a ten-month period from 1 September 2023 to 30 June 2024. The analysis focuses on key aspects such as thematic emphasis, framing, speaker selection, tone of coverage, protest paradigm, inclusion of climate change-related elements, as well as the visuals accompanying the news articles. Employing a mixed-methods approach, the research combines quantitative content analysis with qualitative interpretative techniques to provide a comprehensive understanding of the groups’ communication strategies and their media representation. The subsequent comparative analyses seek to identify similarities and differences between the movements and across news outlets with varying political orientations. The findings reveal strategic overlaps between FFF and LG, building upon existing research, while also highlighting some notable distinctions. Furthermore, they offer valuable insights into how climate activists are represented across the political spectrum and address the challenges movements face in balancing visibility with media simplification and public perception.
This thesis explores the communication strategies employed by the climate movements Fridays for Future (FFF) and Last Generation (LG) in Germany, and their media portrayal. In the first part, the research focuses on how these movements use Instagram to inform, engage with their audiences and mobilise supporters. By analysing 156 Instagram posts shared between 1 August and 30 September 2024, this study identifies the strategies both movements use to convey their messages, build collective identities, and create a sense of urgency around climate activism. An emphasis is placed on their diagnostic, prognostic, and motivational approaches, along with their use of visuals, emotions and populism, as well as framing techniques. In addition, the thesis examines how FFF and LG are portrayed in the media, focusing on three major German news outlets: FAZ, Zeit Online, and taz. These outlets were chosen for their diverse political orientations - conservative, liberal, and left-wing. The study encompasses a dataset of 306 articles collected over a ten-month period from 1 September 2023 to 30 June 2024. The analysis focuses on key aspects such as thematic emphasis, framing, speaker selection, tone of coverage, protest paradigm, inclusion of climate change-related elements, as well as the visuals accompanying the news articles. Employing a mixed-methods approach, the research combines quantitative content analysis with qualitative interpretative techniques to provide a comprehensive understanding of the groups’ communication strategies and their media representation. The subsequent comparative analyses seek to identify similarities and differences between the movements and across news outlets with varying political orientations. The findings reveal strategic overlaps between FFF and LG, building upon existing research, while also highlighting some notable distinctions. Furthermore, they offer valuable insights into how climate activists are represented across the political spectrum and address the challenges movements face in balancing visibility with media simplification and public perception.
Between Dialogue and Dissent: Exploring Communication Strategies of German Climate Movements and Their Media Portrayal
SEBASTIAN, CHRISTINE JANINA
2023/2024
Abstract
This thesis explores the communication strategies employed by the climate movements Fridays for Future (FFF) and Last Generation (LG) in Germany, and their media portrayal. In the first part, the research focuses on how these movements use Instagram to inform, engage with their audiences and mobilise supporters. By analysing 156 Instagram posts shared between 1 August and 30 September 2024, this study identifies the strategies both movements use to convey their messages, build collective identities, and create a sense of urgency around climate activism. An emphasis is placed on their diagnostic, prognostic, and motivational approaches, along with their use of visuals, emotions and populism, as well as framing techniques. In addition, the thesis examines how FFF and LG are portrayed in the media, focusing on three major German news outlets: FAZ, Zeit Online, and taz. These outlets were chosen for their diverse political orientations - conservative, liberal, and left-wing. The study encompasses a dataset of 306 articles collected over a ten-month period from 1 September 2023 to 30 June 2024. The analysis focuses on key aspects such as thematic emphasis, framing, speaker selection, tone of coverage, protest paradigm, inclusion of climate change-related elements, as well as the visuals accompanying the news articles. Employing a mixed-methods approach, the research combines quantitative content analysis with qualitative interpretative techniques to provide a comprehensive understanding of the groups’ communication strategies and their media representation. The subsequent comparative analyses seek to identify similarities and differences between the movements and across news outlets with varying political orientations. The findings reveal strategic overlaps between FFF and LG, building upon existing research, while also highlighting some notable distinctions. Furthermore, they offer valuable insights into how climate activists are represented across the political spectrum and address the challenges movements face in balancing visibility with media simplification and public perception.File | Dimensione | Formato | |
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https://hdl.handle.net/20.500.12608/78870