Environmental Activism on Instagram: Narratives About the Amazon Crisis in Posts by the Observatório Do Clima

This article examines the construction of meaning regarding the environmental crisis in the Amazon, as presented in four posts from the Instagram account @observatoriodoclima, published between 2024 and 2025. This qualitative, exploratory study integrates French-school discourse analysis with discussions on environmental communication and the circulation of content on digital platforms. It investigates the verbal and visual choices, enunciative positions, and memory-related associations mobilized across two posts concerning smoke and drought, and two others addressing environmental crimes and urban controversies. A comparative reading reveals two recurring patterns: the translation of environmental phenomena into public-facing alerts, and the exposure of contradictions between sustainability rhetoric and actual socio-environmental practices. The analysis does not measure audience reception, engagement, or algorithmic effects. Its findings pertain specifically to the four instances examined and do not claim to represent the entirety of the account’s communications. The study contributes by demonstrating that, in the content analyzed, data and expressive elements are not mutually exclusive; rather, both serve to substantiate the account’s critical stance and public positioning.