Eco-communication and greenfluencers in Ibero-America: an exploratory study
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Abstract
Given the urgency of the socio-environmental crisis, greenfluencers have emerged as vital communication bridges; however, little is still known about how they form their symbolic bonds within the Ibero-American context. This study analyzes their digital practices through the lens of parasocial relationship theory, seeking to understand the emotional connection between these creators and their communities.
To this end, a qualitative, exploratory, and comparative approach was employed, conducting in-depth interviews with eleven content creators from various countries across the region. The findings reveal that eco-communication on social media is not a mere dissemination of data, but rather an exercise in “cultural translation.” In this process, environmental knowledge is humanized as it is filtered through every day and personal narratives. The research demonstrates that the key to their legitimacy lies in the affective bond: the audience does not seek a distant technical authority, but rather a close peer with whom
they can identify. Creators act as emotional managers, carefully balancing eco-anxiety with messages of hope to sustain the engagement of their followers. Finally, the study discusses the tensions that condition this labor, such as algorithmic challenges and the precariousness of digital work. It is concluded that the
effectiveness of sustainability on digital platforms depends less on technical information and more on the strength of the parasocial relationship. It is this human bond that manages to sustain civic commitment in the face of misinformation and digital burnout.
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