This is reinforced and legitimized with her own personal story told through the hero's journey or monomyth. Through an analysis of the activists’ speeches and social media messages, Greta's key role in the establishment and evolution of a new frame for the climate movement can be seen. This paper studies the connection between these two elements based on the movement frame analysis and its dissemination on social media. This success is closely linked to the rise of Greta Thunberg and her global impact, as well as to the organization effort of “Fridays for Future” in hundreds of local groups around the globe. In 2019 the climate movement experienced an unprecedented growth in its mobilization capacity and its political and media impact.
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