Central European Journal of Communication

ABSTRACT: This article examines how Facebook groups in Sweden, that focus on the environment, address issues of sustainability. The research, conducted over a one-year period (May 2019–April 2020) combines mapping analysis, which identified a population of 152 environment-focused Facebook groups, and quantitative content analysis, which gives the overview of how these groups represent sustainability and human-nature relations. The analysis pointed to an overwhelming support for counterhegemonic, ecocentric positions, coupled with a strong critique against the hegemony of anthropocentrism. These findings relate to the general discussion concerning the potential of social media to function as spaces where hegemonies are contested and the vision of social change, in this case about the environment, takes shape, but also to the limitations of such possibilities.

Full text: https://journals.ptks.pl/cejc/article/view/424/233