The research applies Multimodal Discourse Analysis to the study of web-mediated institutional communication. The study examines a corpus collecting the textual and multimodal materials published about the issue by the EU Commission Directorate-General for Environment on its specially-designed websites ( and ) and on its social media channels (Facebook, Twitter and YouTube) since June 2018, also comparing the way the same campaign is adapted and conveyed through the different digital media. The present paper focuses on #ReadyToChange, the EU digital strategy to reduce single-plastics use. Like many institutions, the EU exploits the reach and interactivity of social media to communicate with citizens, by managing several thematic Facebook, Twitter and YouTube accounts, apart from its institutional web portals. In particular, the European Commission is currently conducting a public communication campaign to raise aware-ness of the impacts of products such as cotton buds, plastic bags and cutlery, while suggesting sustainable options. The European Union is also implementing measures aimed at restricting the use of single-use plastics. Initiatives to eliminate the over-consumption of plastic goods are gaining momentum around the world. Nevertheless, the way plastics are currently produced, used and discarded is causing serious harms to the environment, especially to the seas. Plastic is a functional and ubiquitous material in our daily lives and economies.
0 kommentar(er)
