The social media ecosystem Global trends, emerging actors, and patterns of engagement in environmental communication

Environmental communication is evolving in the digital age, with social media becoming a pivotal space for public discourse. This research delves into how social media influence discussions around critical environmental issues. The studies in this dissertation span three platforms—Twitter, TikTok, and Instagram—employing mixed methods to analyse prioritised topics, identify key social actors, and explore regional disparities between the Global North and Global South. Findings reveal emerging opportunities for inclusive communication strategies, emphasising the need for collaboration and platform transparency in the environmental discourse on social media. This dissertation unpacks these insights, highlighting the role of social media in amplifying diverse environmental voices and fostering global dialogue.