Sandra Martorell
Biographic Data
| ID | 913255 |
|---|---|
| NAME | Sandra Martorell |
| GIVEN NAMES | Sandra |
| FAMILY NAME | Martorell |
| SIGNATURE | MARTORELL S |
| AFFILIATIONS | Universitat Politècnica de València |
| ORCID | 0000-0002-4483-1629 |
| VERIFIED | Yes |
| TOTAL WORKS | 13 |
| TOTAL CITATIONS | 9 |
| WORKS AS AUTHOR | 13 |
| WORKS AS EDITOR | 0 |
| FIRST PUBLICATION YEAR | 2014 |
| LATEST PUBLICATION YEAR | 2026 |
| H-INDEX | 2 |
Going Viral or Building a Community
This article presents research on environmental activism on TikTok, focusing on creators on the platform specialized in climate change and sustainability topics. The aim of this research is to understand how eco-influencers navigate the tension between virality and community building, as well as how they understand their audiences. The study draws on an ethnographic approach, based on a sample of 60 accounts of Ibero-American eco-activists on Tik…
“My goal is to make sustainability mainstream”
Introduction In the face of the current climate crisis, environmental communication can contribute to providing new frames of understanding and promoting social change and positive citizen action. Through social media, on platforms like Instagram, concerned citizens embrace environmental communication activism ultimately reshaping the narratives regarding the climate crisis. These individuals, who we identify as both activists and environmental i…
Gig workers, critical visuality and humour in a digital context
This article studies social perceptions of gig work and its conditions through the lenses of visual humour created and shared in digital environments. Food delivery services have thrived in cities, and riders – gig workers associated with such services – have become popular urban figures, easily recognisable through light means of transport and backpacks. These iconic elements have spread to forms of visual humour like memes and cartoons in socia…
“It is the Voice of the Environment that Speaks”, Digital Activism as an Emergent Form of Environmental Communication
This paper examines environmental communication among activists on social media, specifically on Instagram. Drawing from an ethnographic study, it highlights a new type of activism that focuses on daily actions, departing from traditional public protests, based on the belief that collective small-scale actions can drive significant changes. It is performed mainly by individuals, often with large followers, who adopt the influencers’ narrative to …
Youtube y los nuevos convencionalismos visuales en base al montaje
Este trabajo analiza los nuevos convencionalismos visuales en YouTube utilizados por creadores de contenido, con el objetivo de determinar las técnicas de montaje y los recursos que utilizan, y comparar sus técnicas con las reglas convencionales de montaje cinematográfico. La hipótesis de partida es que los youtubers han roto con las normas del montaje clásico del cine y han creado un propio código de montaje en YouTube. Para estudiar y demostrar…
New species in the Mediterranean
[EN] Our work begins with the collection of waste on beaches with environmental activists. This waste, dumped into the sea, is returned and swallowed up again by the sea. Plastic bottles, cutlery, bags or condoms replace shells, crabs and other marine flora and fauna. We wanted to portray this new invasive plastic species that we find in our seas in a series of images made by means of the cyanotype photographic process, also known as blueprint. W…
Environmental Influencers on Instagram
Environmental crisis is one of the main issues on the current social, political and media agenda that has spread to citizens engaging environmental activism in many ways. This paper focuses on the emergence of a very specific type of environmental activism in social media that we named as “eco-influencers”. Drawing on our findings of an ongoing digital ethnography (Pink et al. 2016; Hjorth, Horst, Galloway, Bell, 2017) among Instagram profiles de…
A fictional character in a real pandemic
[EN] The aim of this paper is to understand the role of parody characters on Twitter as drivers of digital narratives connected to ongoing crises. Using a paradigmatic case study methodology, we will focus on the hugely popular Spanish parody account @Coronavid19, where the virus, presented as a fictional character, has been offering a humorous chronicle of an unprecedented social and health crisis, from the early beginning and in almost real tim…
Imaginarios sociales ante la crisis climática
En este artículo analizamos la emergencia de imaginarios ante la crisis climática a partir de una investigación etnográfica y de un análisis visual narrativo de 231 imágenes vinculadas a cuentas de Instagram dedicadas a la divulgación de contenidos medioambientales. Proponemos que estos activistas (que denominamos eco-influencers) están creando narrativas que dialogan con el imaginario social vinculado con la modernidad, cuestionando la separació…
Myths in visual environmental activism narratives on Instagram
Images are part of the communication strategies of both the hegemonic powers and political activism. Images have recently been the focus of studies on social movements, highlighting the importance of visual activism in social media. However, the relationship between these visual narratives and mythological structures and how they operate to mobilize social change has not been significantly explored. This study analyses the role of environmental a…
I Am the Virus
The purpose of this work is to understand the role of digital storytelling as a conversation asset regarding social and health emergencies, specifically fictional parody characters in social media, as chroniclers of ongoing crises. We will focus on a strikingly popular phenomenon: the Twitter account @coronavid19, where the virus, presented as a fictional character, offers a humorous chronicle in almost real time through social media, from the ea…
La cirugía estética como herramienta al servicio del espectáculo
Cada año se realizan en el mundo más de veinte millones de intervenciones de cirugía estética, cifra que va en aumento y que sirve como medidor del impacto de ésta en la sociedad de consumo y de las celebridades en la que vivimos, llegando a banalizarse y a convertirse en un producto más de entretenimiento. Esta propuesta hace una revisión de la cirugía como espectáculo y del éxito que supone para un público que no duda en pasar por quirófano par…
Investigar desde internet
Web 2.0 represents a revolution in terms of the possibilities it offers for facilitating communication and collaboration between users – something that has become increasingly common in the world of research, thanks to academic social networks. The article proposed here will study this phenomenon using a methodological system based on the analysis of these networks, in order to demonstrate its potential in a society that is becoming increasingly …
Myths in visual environmental activism narratives on Instagram
Images are part of the communication strategies of both the hegemonic powers and political activism. Images have recently been the focus of studies on social movements, highlighting the importance of visual activism in social media. However, the relationship between these visual narratives and mythological structures and how they operate to mobilize social change has not been significantly explored. This study analyses the role of environmental a…
Investigar desde internet
Web 2.0 represents a revolution in terms of the possibilities it offers for facilitating communication and collaboration between users – something that has become increasingly common in the world of research, thanks to academic social networks. The article proposed here will study this phenomenon using a methodological system based on the analysis of these networks, in order to demonstrate its potential in a society that is becoming increasingly …
Imaginarios sociales ante la crisis climática
En este artículo analizamos la emergencia de imaginarios ante la crisis climática a partir de una investigación etnográfica y de un análisis visual narrativo de 231 imágenes vinculadas a cuentas de Instagram dedicadas a la divulgación de contenidos medioambientales. Proponemos que estos activistas (que denominamos eco-influencers) están creando narrativas que dialogan con el imaginario social vinculado con la modernidad, cuestionando la separació…
Investigar desde internet
Web 2.0 represents a revolution in terms of the possibilities it offers for facilitating communication and collaboration between users – something that has become increasingly common in the world of research, thanks to academic social networks. The article proposed here will study this phenomenon using a methodological system based on the analysis of these networks, in order to demonstrate its potential in a society that is becoming increasingly …
La cirugía estética como herramienta al servicio del espectáculo
Cada año se realizan en el mundo más de veinte millones de intervenciones de cirugía estética, cifra que va en aumento y que sirve como medidor del impacto de ésta en la sociedad de consumo y de las celebridades en la que vivimos, llegando a banalizarse y a convertirse en un producto más de entretenimiento. Esta propuesta hace una revisión de la cirugía como espectáculo y del éxito que supone para un público que no duda en pasar por quirófano par…
I Am the Virus
The purpose of this work is to understand the role of digital storytelling as a conversation asset regarding social and health emergencies, specifically fictional parody characters in social media, as chroniclers of ongoing crises. We will focus on a strikingly popular phenomenon: the Twitter account @coronavid19, where the virus, presented as a fictional character, offers a humorous chronicle in almost real time through social media, from the ea…
Environmental Influencers on Instagram
Environmental crisis is one of the main issues on the current social, political and media agenda that has spread to citizens engaging environmental activism in many ways. This paper focuses on the emergence of a very specific type of environmental activism in social media that we named as “eco-influencers”. Drawing on our findings of an ongoing digital ethnography (Pink et al. 2016; Hjorth, Horst, Galloway, Bell, 2017) among Instagram profiles de…
A fictional character in a real pandemic
[EN] The aim of this paper is to understand the role of parody characters on Twitter as drivers of digital narratives connected to ongoing crises. Using a paradigmatic case study methodology, we will focus on the hugely popular Spanish parody account @Coronavid19, where the virus, presented as a fictional character, has been offering a humorous chronicle of an unprecedented social and health crisis, from the early beginning and in almost real tim…
Imaginarios sociales ante la crisis climática
En este artículo analizamos la emergencia de imaginarios ante la crisis climática a partir de una investigación etnográfica y de un análisis visual narrativo de 231 imágenes vinculadas a cuentas de Instagram dedicadas a la divulgación de contenidos medioambientales. Proponemos que estos activistas (que denominamos eco-influencers) están creando narrativas que dialogan con el imaginario social vinculado con la modernidad, cuestionando la separació…
Myths in visual environmental activism narratives on Instagram
Images are part of the communication strategies of both the hegemonic powers and political activism. Images have recently been the focus of studies on social movements, highlighting the importance of visual activism in social media. However, the relationship between these visual narratives and mythological structures and how they operate to mobilize social change has not been significantly explored. This study analyses the role of environmental a…
New species in the Mediterranean
[EN] Our work begins with the collection of waste on beaches with environmental activists. This waste, dumped into the sea, is returned and swallowed up again by the sea. Plastic bottles, cutlery, bags or condoms replace shells, crabs and other marine flora and fauna. We wanted to portray this new invasive plastic species that we find in our seas in a series of images made by means of the cyanotype photographic process, also known as blueprint. W…
“My goal is to make sustainability mainstream”
Introduction In the face of the current climate crisis, environmental communication can contribute to providing new frames of understanding and promoting social change and positive citizen action. Through social media, on platforms like Instagram, concerned citizens embrace environmental communication activism ultimately reshaping the narratives regarding the climate crisis. These individuals, who we identify as both activists and environmental i…
Gig workers, critical visuality and humour in a digital context
This article studies social perceptions of gig work and its conditions through the lenses of visual humour created and shared in digital environments. Food delivery services have thrived in cities, and riders – gig workers associated with such services – have become popular urban figures, easily recognisable through light means of transport and backpacks. These iconic elements have spread to forms of visual humour like memes and cartoons in socia…
“It is the Voice of the Environment that Speaks”, Digital Activism as an Emergent Form of Environmental Communication
This paper examines environmental communication among activists on social media, specifically on Instagram. Drawing from an ethnographic study, it highlights a new type of activism that focuses on daily actions, departing from traditional public protests, based on the belief that collective small-scale actions can drive significant changes. It is performed mainly by individuals, often with large followers, who adopt the influencers’ narrative to …
Youtube y los nuevos convencionalismos visuales en base al montaje
Este trabajo analiza los nuevos convencionalismos visuales en YouTube utilizados por creadores de contenido, con el objetivo de determinar las técnicas de montaje y los recursos que utilizan, y comparar sus técnicas con las reglas convencionales de montaje cinematográfico. La hipótesis de partida es que los youtubers han roto con las normas del montaje clásico del cine y han creado un propio código de montaje en YouTube. Para estudiar y demostrar…
Going Viral or Building a Community
This article presents research on environmental activism on TikTok, focusing on creators on the platform specialized in climate change and sustainability topics. The aim of this research is to understand how eco-influencers navigate the tension between virality and community building, as well as how they understand their audiences. The study draws on an ethnographic approach, based on a sample of 60 accounts of Ibero-American eco-activists on Tik…
Art (7 works) · Political science (7 works) · Sociology (7 works) · Business (5 works) · Media studies (5 works) · Ecology (4 works) · Gender, Feminism, and Media (4 works) · Humanities (4 works) · Influencer marketing (4 works) · Narrative (4 works)