Broadening social awareness of environmental issues. Analysis of the images of Greenpeace Mexico’s Plastics Campaign

Abstract

In this work, an analysis is conducted on the images disseminated by Greenpeace México through their Facebook profile in their campaign against plastics, employing the methodological elements of visual semiotics. The results of the study allow us to determine that the images serve to give social meaning to the organization’s cause and achieve the participation of citizens, government, and companies. They make certain commercial brands visible as the culprits of plastic pollution, highlight aquatic species and the ocean as the most affected by excessive use of plastics by humans. All these elements lend legitimacy to their Facebook campaign, with the image being a means through which they showcase one or the most serious environmental issues currently existing worldwide. It plays a strategic role in raising awareness among the population, maintaining a presence in the public scene, and gathering funds.