Talking Green on social media: An exploratory study of online environmental communication in Greece

Abstract

Traditional news media have long been the primary source of information on environmental issues, influencing public perceptions and shaping discourse on ecological sustainability. Media representations play a central role in forming public opinion, especially on climate change, which has become a highly politicized and polarized topic, both offline and online. Political ideologies, economic interests, and government agendas significantly shape how the public discusses and responds to strategies for addressing climate change. This study focuses on the most engaging environmental content posted on social media and explores whether climate change is the dominant topic in these discussions. It also examines which actors (e.g., politicians, institutions, citizens) and sources (legacy media or alternative media) are featured in the most popular content. The aim is to identify the factors that drive user engagement on platforms like Facebook, Twitter (now X), and YouTube, and to investigate how social media users contribute to the plurality and diversity of voices shaping the discussions on environmental issues. The study considers whether these platforms support the democratic potential of public debate. Over a three-month period (Sept.–Nov. 2021), the study monitored social media and compared non-professional user’s posts with professional content from legacy media. The findings show that institutional actors dominate the online debate on environmental issues and climate change. Facebook engagement largely revolves around content from organizations and politicians, while Twitter users refer to organizational sources. On YouTube, however, local and regional media content is more prominent. This is surprising since surveys suggest that Greeks mistrust legacy media and prefer social media for information, viewing traditional outlets as corrupt and biased towards the dominant class.