Greta Thunberg sparked the global Fridays for Future movement and catalyzed a significant expansion of youth climate activism. In this context two groups of young activists are distinguished. The first group consists of eco celebrities who are internationally recognized youth climate activists. The second group consists of ordinary youth climate activists in Portugal. This project collects and analyzes their social media posts published between 2022 and 2024 and compares the discursive strategies used to promote activism in the digital sphere. The study unfolds in three stages. First it identifies the online communities and thematic clusters in which the activists participate. Second it analyzes and compares the visual information and emotional expressions conveyed in the posts of each group. Finally it evaluates the emotional influence on followers through comment analysis in order to understand how young activists cultivate bonds with their audiences and reinforce a sense of belonging and collective identity. In doing so they contribute to more sustainable climate action and promote climate justice. Supervisor Team: Gustavo Cardoso