The digital battleground: A critical ecolinguistic analysis of online environmental discourses on the plastic waste crisis

Background: Efforts to address the plastic waste crisis in Indonesia over the past five years have shown limited effectiveness despite ambitious government programs. At the same time, digital media has emerged as a powerful platform for environmental campaigning, shaping public awareness and ecological values. This study examines how plastic waste discourses are constructed in policies, media, and environmental campaigns, and whether they promote destructive or beneficial ecological narratives. Methods: This research employs a qualitative approach using Fairclough’s three-dimensional Critical Discourse Analysis (CDA) model—textual analysis, discursive practice, and sociocultural practice—combined with Stibbe’s ecolinguistic concept of “stories we live by.” Data consist of three purposively selected videos addressing plastic waste issues. The analysis focuses on linguistic, visual, and ideological elements to identify the types of ecological narratives constructed. Findings: The findings reveal varied representations of ecological discourse. Two videos promote beneficial stories that encourage ecological awareness and responsibility. In contrast, one video presents an ambivalent narrative, blending environmental messaging with commercial interests. The study demonstrates that digital media content functions not only as informational material but also as an ideological instrument shaping public perceptions of environmental problems. Conclusion: Ecological discourse in digital media plays a significant role in influencing environmental awareness and public attitudes. Effective plastic waste campaigns require narratives that consistently promote beneficial ecological values rather than mixed or commercially driven messages. Integrating critical discourse awareness into environmental communication strategies can enhance policy and campaign effectiveness. Novelty/Originality of this article: This study contributes to ecolinguistic scholarship by integrating Stibbe’s “stories we live by” framework with Fairclough’s CDA model to analyze ecological narratives in Indonesian digital media. It advances understanding of how environmental discourses are ideologically constructed in multimedia contexts and highlights the strategic role of narrative framing in strengthening environmental advocacy.