Klíma ťa potrebuje – greenfluencing v online priestore
Climate Needs You–Greenfluencing in Online Space

Summary/Abstract: Online social media is overloaded by celebrities and influencers who have become role models for the young generation. Influencers should also be aware of their impact on the general public. Today, in fact, the influencers are the ones who can affect public opinion. A group of Slovak climate activists mobilized a large part of the population in September and October 2020. They were able to create the largest online petition in the history of the Slovak Republic. The initiative The climate needs you (Klímaťa potrebuje) called for the opening of a society-wide debate on the impact of climate change on the world and Slovakia. In the theoretical part of the work we present a new perspective on the topic of influencing on the social media, while trying to create a definition of a new concept in online communication – the term greenfluencer. In the practical part of the work we examine online activities of The climate needs you during September and October 2020 on the social media platform Instagram and we are trying to find the specific steps lead to the successful implementation of campaign. In this thesis we also describe the media coverage of the topic.

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