Energy transition? Yes, please! The framing of the energy transition on Instagram

Abstract Background Different actors use Instagram to mobilize for their cause and to communicate strategically in terms of their interests in the energy transition. Against this background, our study analyzes how the energy transition is framed on Instagram, that is, which aspects of the energy transition are particularly highlighted and emphasized by specific actor groups. Furthermore, we study the visual representations of the energy transition on Instagram, especially the text–image relation. Methods To answer the research questions a quantitative content analysis of 907 Instagram posts dealing with the energy transition posted between January 5 and January 16, 2022 was conducted. Results The results show that the communication about the energy transition on Instagram is carried out by a multitude of different groups of actors, especially the economic actors. Communication about renewable energy on Instagram is generally optimistic and in support of the energy transition. Conclusions Overall our results speak for a lively interest in renewable energies on Instagram. This is also interesting regarding future communication activities, as the young user group of Instagram, can be encouraged to act by suggesting concrete action alternatives for how everyone can commit to a fast and successful energy transition