Remediation Practices in Environmental Communication: The Case of the Chilean Civil Organisations

Digital communication has significantly transformed communicative practices, offering affordances and advantages previously unattainable through earlier technologies. Among these, remediation (understood as the transfer of content from one medium to another) emerges as a fundamental and widespread practice. This study investigates the use of remediation by environmental organizations in their efforts to construct and defend public narratives on behalf of nature within politicized contexts. Employing a mixed-methods approach, the research analyses visual content (n = 1,736) published on Instagram by ten Chilean environmental organizations, alongside in-depth interviews with their producers. Findings reveal a complex structure of remediation practices, regarded by most organizations as integral to contemporary environmental advocacy. This article proposes a typology of remediation based on four analytical dimensions: media-meaning-dimension, source-realm-dimension, source-closeness-dimension, and function-dimension. Additionally, it examines the strategic role of third-party branding within remediation practices, highlighting its relevance in enhancing legitimacy, visibility, and discursive influence.