Social Media , Politics & Society
In these two essays , ESTHER SMEDLEY and ELLIE GAWTHORPE analyse and evaluate the presence of organisations on social med ia as part of a study on social media ’ s influence in contemporary democracies and the relationship between politicians and the general public . First , Esther evaluates the presence of non-governmental environmental movement Greenpeace on Instagram . She focuses on the use of Instagram as a platform for campaigning , as well as the power of social media as a tool to influence public opinion . Ellie then turns to a political figure , researching the presence of Joe Biden on Twitter during his 2020 presidential campaign . She explores how the use of this platform was successful in presenting an honest and likeable representation of the candidate leading up to his eventual nomination .
Greenpeace ’ s Social Media Presence on Instagram Esther Smedley
Esther Smedley & Ellie Gawthorpe
Greenpeace , “ a movement of people who are passionate about defending the natural world from destruction ”, was founded in 1971 and has since built up a following of 3.6 million on Instagram alone ( About Greenpeace , 2020 ) (@ Greenpeace , Instagram , 2020 ). Their Instagram ‘ bio ’, states that the world is fragile and needs solutions , change and action , which compliments the aforementioned aims found on the Greenpeace website (@ Greenpeace , Instagram , 2020 ). To reach these aims , Greenpeace take an approach which contrasts many other environmental non-governmental organisations ( ENGO ). This is visible in the organisations ’ format which consists of “ a strong hierarchy , whereby
50 professional activists do the campaigning and ordinary members raise funds ” ( Eden , 2004 , P . 595 ). Additionally , their disassociation from the government means no funding comes from “ governments , corporations or political parties ” and instead arises from passionate individuals and organisations ; meaning Greenpeace are permitted to “ confront governments and corporations responsible for the destruction of the natural world ” ( About Greenpeace , 2020 ). This report will evaluate Greenpeace ’ s presence on Instagram , with specific focus on their content , profile identity , and use of Instagram ’ s unique features to deliver an engaging environmental campaign .
Public opinion can be both influenced and represented by social media platforms ; as