Emotionality and fact orientation in environmental activism: A comparative content analysis of the communication of Fridays for Future and the Last Generation on Instagram

Abstract

The increasing threat of climate change is particularly characterized in public discourse in Germany by the environmental activism of Fridays For Future and Letzte Generation (trans-lated: Last Generation). Both environmental movements mobilize by communicating the causes of problems, approaches to solutions and possible ways to motivate people. Although emotionalized and fact-oriented communication suggests a significant influence on this, the topic has not yet been researched. A comparative content analysis of 283 image and video posts from both climate protest movements on Instagram from 2023 revealed the predominant role of anger, determination, despair and regret in the diagnostic and prognostic attribution of both movements. Determination, hope and gratitude could be identified in the motivational function of the communication of both activist groups. While Letzte Generation often makes negative emotional statements, Fridays For Future is characterized by a more positive emotionality. Particularly with regard to the attribution of problems, both movements consistently refer to facts, whereby Letzte Generation in particular explicitly refers to sources. The work provides insights into the role of emotionality and fact orientation in a comparison of the two currently most relevant German climate protest movements. It thus offers a starting point for further research into the mobilization communication of environmental movements.