Dominant ecological paradigm expressed through the concept of sustainability in Spanish-speaking digital rhetoric Paradigma ecológico dominante expresso através do conceito de sustentabilidade na retórica digital de língua espanhola Paradigma ecológico dominante expresado a través del concepto de sostenibilidad en la retórica digital de habla hispana

People¿s attitudes and behaviors towards nature have evolved over the course of modern history. For a long time, the dominant paradigm was that of humans as technocrats, leaders and administrators of nature (anthropocentric paradigm). Then the discussion about a new ecological paradigm began, in which nature no longer has only an instrumental value, but is given an intrinsic value (ecocentric paradigm). In recent years, scholars have postulated a reconciliation of the two extremes with the creation of the concept of sustainable development. The aim of this qualitative study is to investigate the extent to which this reconciliation can be seen in Spanish-speaking digital rhetoric by analyzing scientific articles, webpages, images, videos and tweets. This study provides a starting point to observe this type of controversy within digital conversations and the importance of the topics, actors and references related to this and other relevant trends. The results show that the dominant paradigm in digital content, i.e., related to the topic of sustainability, is the ecocentric paradigm. The study concludes that this apparent reconciliation with ecocentrism may be the result of systematic greenwashing rather than a truly sustainable practice. © 2024 Pontificia Universidad Catolica de Chile. All rights reserved.