The Visual Vernacular of Climate Change on Instagram: How Modal Convergence Between Image and Text Is Changing the Representation of Climate Solutions

Abstract

Visual representations provide blueprints for defining and imagining climate change. We analyze the visual vernaculars of climate change on Instagram and their connection to wider issue dynamics, linking descriptions of what climate change is to normative statements about what ought to be done in response. Using quanti-quali digital methods, we identify themes and genres within high-engagement visuals, yielding new insights into communicative trends on Instagram and the representational politics of climate change. We find, first, that Instagram representations of climate change are shifting from aesthetically pleasing, less informational visuals towards didactic visuals containing both image and text, which we define as “modal convergence.” This maintains the visibility of textual messages within visuals as they travel around and beyond the platform. Second, these image-text combinations contain continuities and ambiguities between descriptive (is) and normative (ought) statements. We conclude with the implications of our research for climate communicators and social media researchers.