Eco-activism, Human-Computer Interaction and Fast Fashion

The aim of this paper is to understand the role of social media in organizing environmental protests against the fast fashion industry. The way eco-activist groups talk internally, highlight events, organize protests as well as their networks and platforms is through online communication and, in particular, through social media such as Instagram or Facebook. Using qualitative methodological approaches such as focus groups and qualitative interviews, this paper examines what kind of social platforms activists use in 2021, both for direct communication with fellow activists and in broadcasting their message. How do activists engage with social media and why do they prefer certain platforms to others? What factors play a role in choosing the platforms when analyzing them from a human-computer interaction point-of-view? The main argument of this paper is that the key social media decisions within climate change groups, what platforms to use, how, when and why, are often determined by a wider peer group pressure rather than according to any strategic plan or design. This allows activists to convey their messages in two ways: to inform and educate publics focusing on debunking fake news or when talking about fashion and greenwashing, etc.