TY - JOUR N2 - Nowadays, many known celebrities use social media as a channel to promote positive narratives and support humanitarian work. This article offers an analysis of the argumentative strategies employed in Instagram by a Spanish actor Javier Bardem, an Antarctic ambassador for Greenpeace, in order to attract the attention of the public to the ecological problems of the Antarctic Ocean. I have studied 76 posts published in Instagram during the 2018-2019 period. Starting from the theoretical framework of argumentation, as well as of pragmatic linguistics, I analyze those linguistic mechanisms and discursive strategies that are used with the aim to achieve the persuasive purposes. L1 - http://www.czasopisma.pan.pl/Content/116426/PDF/2020-01-LINS-05-Deditus.pdf L2 - http://www.czasopisma.pan.pl/Content/116426 PY - 2020 EP - 83 DO - 10.24425/linsi.2020.133265 KW - Instagram KW - digital communication KW - discourse analysis KW - argumentation KW - persuasion A1 - Deditius, Sabina PB - Polska Akademia Nauk • Oddział w Katowicach VL - vol. 41 DA - 2020.07.24 T1 - #Protecttheoceans. Linguistic mechanisms of argumentation used in instagram T1 - #Protecttheoceans. Linguistic mechanisms of argumentation used in instagram SP - 67 UR - http://www.czasopisma.pan.pl/dlibra/publication/edition/116426 T2 - LINGUISTICA SILESIANA ER -