Discourse Construction on the Impacts of Nickel Mining in Greenpeace Indonesia’s Social Media Campaign Using Fairclough’s Critical Discourse Analysis
DOI:
https://doi.org/10.26877/allure.v6i2.629Keywords:
critical discourse analysis, environmental communication, greenpeace Indonesia, Instagram, nickel miningAbstract
This study examines how Greenpeace Indonesia constructs the discourse of nickel mining impacts through its Instagram campaign using Fairclough's Critical Discourse Analysis (CDA). Employing a qualitative descriptive approach, the study analyzed 27 textual excerpts from 15 Instagram posts published between March and June 2025. The data were selected through purposive sampling and analyzed using thematic coding and Fairclough's three-dimensional framework. The findings reveal four discourse categories comprising recurring linguistic forms, including metaphors, evaluative expressions, rhetorical questions, irony, intensification, and authoritative references. These linguistic forms represent nickel mining as an ecological and social crisis, a threat to health, a contradiction within the energy transition, and a moral-humanitarian concern. Beyond the textual dimension, the analysis demonstrates how these representations are produced through Greenpeace's digital campaign and embedded within broader socio-cultural debates on extractivism, environmental justice, and sustainability. Rather than merely identifying linguistic strategies, the study explains how textual choices interact with discursive practices and socio-cultural contexts to legitimize environmental advocacy, negotiate ideological meanings, and reshape public understandings of nickel mining. The study extends the application of Fairclough's CDA to environmental communication by demonstrating how language functions as a discursive and ideological resource in constructing environmental advocacy through social media.
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