How to communicate efficiently on social media : A case study about emotional communication strategies by the climate activist group Rebellmammorna

Abstract: This case study aims to explore how emotional communication on social media can influence the target group by examining the communicative strategies, including visuals and narratives, used by the climate activist group Rebellmammorna. Eight semi-structured interviews were conducted with members of Rebellmammorna to investigate how they describe their communicative strategies, how they use emotional communication to establish a relationship with their target group, and how users experience the communication on their social media platforms (Facebook, Instagram, and their webpage). Data were also collected through digital ethnography of their social media channels. The data was then analysed through a thematic analysis. The results indicate that Rebellmammorna's own perspective in how they describe their communication strategies agrees with the users' experiences of Rebellmammorna's Instagram and Facebook channels, which suggests that they are successful in their communication.