Creation and Resonance of Greta Thunberg's Frame

Comunicar, n. 68, v. XXIX, 2021 | Media Education Research Journal | ISSN: 1134-3478; e-ISSN: 1988-3478

www.comunicarjournal.com

From the global myth to local mobilization: Creation and resonance of Greta Thunberg’s frame Del mito global a la movilización local: Creación y resonancia del marco Greta Thunberg

Silvia Díaz-Pérez. Research Collaborator, Department of Communication, Pompeu Fabra University, Barcelona (Spain) (silvia.diaz@greenpeace.org) (https://orcid.org/0000-0002-7326-0650) Dr. Roger Soler-i-Martí. Postdoctoral Fellow Juan de la Cierva, Department of Communication, Pompeu Fabra University, Barcelona (Spain) ([email protected]) (https://orcid.org/0000-0002-3486-6836) Dr. Mariona Ferrer-Fons. Researcher, Department of Political and Social Sciences, Pompeu Fabra University, Barcelona (Spain) ([email protected]) (https://orcid.org/0000-0003-2999-0311)

ABSTRACT In 2019 the climate movement experienced an unprecedented growth in its mobilization capacity and its political and media impact. This success is closely linked to the rise of Greta Thunberg and her global impact, as well as to the organization effort of “Fridays for Future” in hundreds of local groups around the globe. This paper studies the connection between these two elements based on the movement frame analysis and its dissemination on social media. Through an analysis of the activists’ speeches and social media messages, Greta’s key role in the establishment and evolution of a new frame for the climate movement can be seen. This is reinforced and legitimized with her own personal story told through the hero’s journey or monomyth. Then, the inclusion and adaptation of Greta’s frame in the local group of “Fridays for Future” in Barcelona based on the content analysis of its publications on Twitter and Instagram will be analyzed. The results show how, despite the reluctance regarding personified leadership, Greta’s frame has a significant influence on the discourse of the local movement and on the “Fridays for Future” Barcelona’s social media followers. The analysis also provides empirical evidence of the relevance of glocal dynamics in online social movements.

RESUMEN En 2019 el movimiento climático da un paso adelante sin precedentes en su capacidad de movilización e impacto político y mediático. El éxito del movimiento está muy vinculado tanto a la figura de Greta Thunberg y su impacto global, como a la implantación de «Fridays for Future» en centenares de ciudades de todo el mundo. Este artículo analiza la relación entre estos dos elementos a través del análisis del marco del movimiento y su diseminación en redes sociales. En concreto se muestra, a través del análisis de los discursos y mensajes en redes sociales de la activista, el papel clave de Greta en el establecimiento de un nuevo marco del movimiento climático y cómo este se refuerza y legitima con su propia historia personal contada a través del arquetípico viaje del héroe o monomito. A continuación, se analiza la incorporación y adaptación del marco Greta en las redes sociales de «Fridays for Future» Barcelona a través del análisis de contenido de sus publicaciones en Twitter e Instagram. Los resultados muestran cómo, a pesar de las reticencias a la personalización del liderazgo, existe una destacada influencia del marco global de Greta en el discurso del movimiento local y en el impacto en sus seguidores. Además, el análisis aporta evidencia empírica de la relevancia de las dinámicas glocales en los movimientos sociales en el entorno online. KEYWORDS | PALABRAS CLAVE Climate movement, frame analysis, social movements, monomyth, social networks, discourse analysis. Movimiento climático, análisis del marco, movimientos sociales, monomito, redes sociales, análisis del discurso.

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Future: AGAUR-AJOVE2019 For the Hashtags by “#4F- funded and media”, University social Fabra on Pompeu climate the from grant PlanetaryWellbeing2019 the FFF to reference or mention media, Agency the Funding in appearances of dissemination actions, dissemination Thunberg. of recruitment), Greta coverage to action, or to reference movement (call or post mention the the international, of of purpose activities the videos), internal or of posters (photos, content multimedia of with presence dealing world a of 1 Greta attention which the to Notes extent regain the and study frame to the itself. moment adapt rebuilding exceptional But to while an entirely. able emergencies decided this context are multiple the was makes movement changed it it it climate that article, because the reason pandemic this and global this For the for of impact. precisely start COVID-19’s is the of it after from that data on, include now to from not factor testimony direct fundamental the a as to include well order as the in institutions, account Similarly, international into take even South. to or necessary media Global is the activists. the it as young in frame, such of the movement actors of other the resonance of of the First, role and analyze impact key Greta to uneven of study. necessary figure the present therefore the the in understand is of the frame fully effect It of the the realities. of limitations of complexity territorialized the role the and capture the of frame fully global to some However, insufficient Greta’s reveals is between Barcelona phenomenon. that relationship of this phenomenon case the considering the relevance, without its of despite understood magnitude be the cannot is 2019 it and 2018 in movement and creation hsatcei ae ndt rmtefloigpoet:“oGC-YuhGoa naeetfrCiaeAto”fne by funded Action” Climate for Engagement Global Youth “YouGECA- projects: following the from data on based is article This h oto aibe nrdcdi h ersinmdlae h oilntok(wte rIsarm,tedt fteps,the post, the of date the Instagram), or (Twitter network social the are: model regression the in introduced variables control The 7-9.https://doi.org/10.1016/j.socnet.2011.03.001 177-190. omncto.[srcua otndsaqeíio nl ouiainpublicitaria]. comunicación la en arquetípicos contenidos y [Estructuras communication. https://doi.org/10.1038/s41558-019-0484-y Sintaxis https://doi.org/10.1007/978-3-658-01970-9_2 (Eds.), Garrelts H. & activism. https://doi.org/10.4337/9781800376601 http://bit.ly/2KVUzn2 Society, & Communication Information, https://doi.org/10.1177/0002716212451428 20-39. 644(1), Sociology (Eds.), https://bit.ly/3nQruIe Rodríguez-Cabello CIS. 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