TikTok Environmental Discourse Innovations Construct Generation Z Ecological Consciousness

General Background Digital technology and social media platforms function as crucial spaces for sustainability communication among youth demographics. Specific Background The targeted application integrates audiovisual elements to disseminate conservation messages to young audiences, utilizing distinct multimodal linguistic strategies. Knowledge Gap While previous research maps digital activism, limited comparative analysis exists regarding how diverse narratives construct knowledge, collective action, and critical awareness. Aims This study analyzes the construction of ecological pedagogy within video-sharing platforms using a critical ecolinguistic perspective. Results Analysis of four critical cases reveals three distinct discursive orientations: local wisdom revitalization highlighting identity, popular scientific education emphasizing pollution concern, and structural critique deconstructing corporate erasure to demand legal accountability. Novelty This research provides a novel comparative synthesis of how multimodal digital networks transition from entertainment mediums into participatory ecosystems for both sustainability education and justice advocacy. Implications Educational institutions and policymakers should leverage these multimodal discursive strategies to foster participatory climate action and demand systemic corporate accountability. Highlights Multimodal linguistic strategies deconstruct corporate erasure to demand structural accountability. Popular scientific education fosters sustainability awareness through visual pollution evidence. Local wisdom revitalization mobilizes collective conservation actions among youth demographics.