GENDER REPRESENTATION AND ECOLOGICAL VALUES IN THE HASHTAG #IBUKUDIETPLASTIK: A CRITICAL ECOLINGUISTIC ANALYSIS

Abstrak

This study explores the intersection of gender representation and ecological values through a critical ecolinguistic analysis of the hashtag #ibukudietplastik featured on the Instagram account @griyaluhu. Grounded in Stibbe’s (2015) “stories we live by” framework, the research uses a descriptive qualitative method and employs critical discourse analysis to examine how language constructs ecological narratives and gendered roles in digital media. Primary data consists of captions and photographs from Instagram posts using the hashtag. The findings indicate that women particularly mothers are framed as key moral agents in environmental action, with their domestic behaviors valorized through positive evaluation. While these narratives promote ecological awareness and foster collective engagement, they may also reinforce traditional gender expectations by positioning sustainability as primarily a woman’s responsibility within the household. The study contributes to understanding how digital storytelling in environmental campaigns both empowers women and perpetuates patriarchal norms. This research offers insights into the dual function of Ecolinguistic narratives in shaping societal views on gender and sustainability.