Social listening approaches: new ways to identify drivers for environmental activism

In this work, the focus has been placed on digital media and data analysis methods such as social listening: this term refers to the set of practices for listening to online discussions of audiences (Galli, 2018). It is undeniable that the online channels are becoming important collectors of interesting opinions from people on different topics, such as sustainability. This method (promoted by the Blogmeter Suite) suits perfectly to the need of answering a longstanding question: 1. Why the online spread of actions on "climate activism" is sometimes problematic for gathering different generations? Thinking of the Fridays for Future movement, we can confirm how it is representative of many environmentalist realities, such as Ultima Generazione and similar (Beckh, 2022). We will attempt to reconstruct, by mapping the digital landscape where the topic of environmentalism is debated, the crucial thoughts regarding activism and green associationism.