Content and narratives of ecoinfluencers: an approach to their potential as an agent of improvement in media and information literacy processes

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María del Carmen Galvez de la Cuesta
Universidad Rey Juan Carlos
https://orcid.org/0000-0002-0208-4311
María del Carmen Gertrudis Casado
Universidad Rey Juan Carlos
https://orcid.org/0000-0001-6770-203X

Disinformation about climate change, sustainability or the circular economy is regularly found on social networks, and its narrative is constructed by dismissing the evidence of the data and calling into question the principles of scientific communication. The consumption of this type of disinformation is associated with low levels of Media and Information Literacy. In this context, it can be seen how the content produced by ecoinfluencers on social networks functions as a tool in the fight against disinformation, and the possibility of getting to know which creative constructions and communicative products generate the greatest volume of interaction with the public is particularly relevant. Understanding the characteristics of the message, the strategies used in the generation of positive feedback, and the processes of audience loyalty can enable us to make an inventory of optimised content aimed at improving the media and information literacy of citizens in the field of climate change, sustainability and climate change, and to define which characteristics are identifiable in content for social networks aimed at promoting media and information literacy, in order to establish its capacity to mitigate the processes of digital disinformation.

Keywords
Social Media, Media Literacy, Ecoinfluencers, Climate Change, Contents, Media Information Literacy

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Galvez de la Cuesta, María del Carmen; Gertrudis Casado, María del Carmen. “Content and narratives of ecoinfluencers: an approach to their potential as an agent of improvement in media and information literacy processes”. Hipertext.net, 2025, no. 30, pp. 17-29, doi:10.31009/hipertext.net.2025.i30.03.
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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

(c) María del Carmen Galvez de la Cuesta, María del Carmen Gertrudis Casado, 2025


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Author Biographies

María del Carmen Galvez de la Cuesta, Universidad Rey Juan Carlos

Lecturer in the Faculty of Communication Sciences at the Universidad Rey Juan Carlos. Member of the Ciberimaginario Research Group, and Deputy Editor of Icono14 Magazine. Expert in Digital Communication, Content Creation and Media Literacy. She has participated in more than 12 competitive research projects, being PI of the + Universidata project : the open data portals of universities (2022-2024). She has been Academic Coordinator of Innovation at the Centre for Teaching Innovation and Digital Education of the URJC (2017-2021); Researcher at the URJC (2010-2012); Researcher at the Spanish Centre for Subtitling and Audio Description of the Universidad Carlos III (2007-2008); Project Coordinator of the Ministry of Education and Science (2003-2006). She has carried out research stays in Colombia, at the Universidad del Norte and in Portugal, at the Universidade do Porto. She is currently Academic Coordinator of the Degree in Digital Communication at the URJC.

María del Carmen Gertrudis Casado, Universidad Rey Juan Carlos

Lecturer at the Universidad Rey Juan Carlos (URJC). PhD in Communication Sciences (URJC), BA in Documentation (UC3M) and BA in History (UCM). Researcher at the Ciberimaginario Group and co-editor of the scientific journal Icono14. Specialist in interactive and immersive digital communication and in information and knowledge management. Her professional career includes collaborations with public and private institutions. As a researcher, she has participated in more than a dozen national and international competitive research projects. She has been an international advisor for the Universidad del Norte (Colombia) and has carried out a research stay in Portugal (Universidade do Porto). She has been technical co-director of the Master's Degree in Digital Journalism and New Professional Profiles URJC (2020-2022) and Coordinator of Final Degree Project and External Practices of the Faculty of Communication Sciences of the URJC since 2022.

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