INCLUSIVE NARRATIVES ON SOCIAL MEDIA: REPRESENTATION OF VULNERABLE GROUPS IN GREENPEACE INDONESIA'S INSTAGRAM CAMPAIGNS

Abstract

This study examines the practice of inclusive representation of vulnerable groups in environmental digital campaigns carried out by Greenpeace Indonesia through its Instagram account @greenpeaceid. Using a descriptive qualitative approach and content analysis of 66 posts from March 2024 to April 2025, the study explores how indigenous peoples, women, children, farmers, and fishers are represented in the visual and textual narratives of the campaign. The analysis focuses on six dimensions: types of vulnerable groups, forms of participation, use of inclusive language and visuals, narrative framing, linkage to e-green policies, and the positioning of groups as subjects or objects in the narrative. The results show that the campaign consistently positions indigenous peoples and women as active subjects in the environmental struggle through narratives of empowerment, community resistance, and cross-identity solidarity. Empathetic language strategies and authentic visuals strengthen emotional engagement and broaden the reach of the message. The campaign demonstrates the application of inclusive communication principles, narrative justice, and participatory representation, contributing to the amplification of vulnerable groups’ voices in the discourse of ecological justice. These findings underscore the importance of social justice–based communication in environmental digital activism.