Rhetorical Landscapes as Epistemic: Revisiting Aldo Leopold's A Sand County Almanac

This essay examines the rhetorical impetus toward environmental human agency in Aldo Leopold's A Sand County Almanac (SCA). In identifying a foundation for this agency, Leopold relies on the epistemological function of rhetoric in an effort to bring to light the epistemic potential in reading the landscape. In this fashion, Leopold offers a way of knowing the environment through natural observations. The author identifies the unfolding epistemological revelations found in the three primary sections of SCA. Leopold describes these epistemological revelations gleaned from reading the landscape as “shifts.” The first shift, in Part I of SCA, offers the audience lessons through Leopold's own example in reading the text of the landscape. The second shift, described in Part II, describes his epistemological revelations acquired through his reading of the landscape. The final section of the book situates these epistemological revelations in one of the most influential concepts found in environmental ethics, the land ethic. Through these three iterations, Leopold not only instructs his readers in the rhetorical possibilities found in reading landscapes but also offers scholars of environmental rhetoric a unique understanding of analyzing landscapes as epistemological rhetoric.     

The Ecology of Empire: Wal-Mart's Rhetoric of Environmental Stewardship and the Constitutive Power of the Multitude

This essay provides a critical account of Wal-Mart's rhetoric of environmental stewardship. By situating this discourse within a new political economy of production and governance that Michael Hardt and Antonio Negri have termed empire, I argue that environmental communication scholars should limit the rush to deploy ideological criticism when explaining the corporation's rhetorical motives. Instead, I advocate reading Wal-Mart's rhetoric as a problem of historical conjunctures, a critical move that seeks to highlight, not only the structural interests of capital, but also the centrality of social antagonism. In the case of Wal-Mart, this means accounting for the increased significance of demand to economic production, changes in the composition of sovereignty, and the transgressive function of environmentalism at the beginning of the twenty-first century.     

Mobilizing Facebook Users against Facebook's Energy Policy: The Case of Greenpeace Unfriend Coal Campaign

This research analyzes Greenpeace International Unfriend Coal protest campaign against Facebook's energy policy (2010–2011), as a case study in the organization's approach to campaigning on climate change issues. In the context of Greenpeace protest history and social movement research, we focus on the online mobilization tactics used by Greenpeace, and how they differed from previous campaign practices. The findings are based on a content analysis of all statuses posted on the campaign Facebook page (N = 119), and six semi-structured interviews with key Greenpeace personnel. The analysis reveals that Greenpeace used Facebook extensively both for disseminating information and context about the campaign, and as a platform for mobilizing and facilitating broad public engagement. Greenpeace seized the affordances of the Facebook platform and introduced new means of online mobilization and engagement. These e-tactics proved effective for engaging diverse transnational supporters in the campaign. The implications for environmental non-governmental organizations and the broader environmental movement are discussed.     

Environmental Communication: Why This Crisis Discipline Should Facilitate Environmental Democracy

The authors concur with Cox's claim that environmental communication (EC), like conservation biology, is a crisis discipline. Cox's proposed tenets for EC challenge the scientific norm of objectivity that has guided science for centuries, suggesting that today's environmental crisis requires us to travel a different path. The authors take Cox's essay as provocation to radically challenge magical notions of scientific objectivity. They briefly review Platonic contributions to the myth of scientific objectivity and then advocate a nondualistic perspective toward the relationship between humans and nature. They then suggest how this perspective both expands upon and diverges from Cox's vision of political and ethical engagement among EC scholars.     

Understanding American and Korean Students’ Support for Pro-environmental Tax Policy: The Application of the Value–Belief–Norm Theory of Environmentalism

By using the value–belief–norm theory of environmentalism, this study investigates American and Korean college students’ support for pro-environmental tax policy as a way to address global climate change. The results indicate that environmental concern and the perceived severity of climate change were significant predictors of one's tax policy support. Perceived individual responsibility for addressing climate change mediated the relationship between environmental beliefs (i.e. environmental concern and perceived severity) and tax policy support for Koreans. Such relationship was not observed among Americans. This study also examines whether political ideology functions as a predictor of tax policy support. For Americans, political ideology was a significant factor in predicting one's tax policy support and that it remained significant even after the inclusion of more proximal predictors—environmental concern and perceived severity. For Koreans, however, political ideology was not a significant factor. Theoretical and practical implications are discussed.     

Greenwashing Consumption: The Didactic Framing of ExxonMobil's Energy Solutions

Corporate advertising campaigns increasingly use environmental frames to promote their products and processes, many of which are neither sustainable nor environmentally friendly. This study examines ExxonMobil's recent efforts at green advertising, focusing specifically on their widely aired “Energy Solutions” television advertisements. We argue that ExxonMobil's use of a didactic, greenwashed frame stifles criticism and discourages examination of ideologies of consumption by exploiting the ethos of the scientist and highlighting technological solutions to problems that are deeply tied to a culture of consumerism. The definition of green energy is controlled by those with the power to generate persuasive public messages about the sources and production of energy. Counterframes, however, can be employed to turn a questioning eye upon the solutions advanced by ExxonMobil. We issue a call for green frames that help citizens and consumers critically examine the ecological integrity of all means of energy production, and that call attention to the ways in which the greenwashing of research and development initiatives can dissuade necessary action, including reduction of US energy consumption.     

“You Can't Run Your SUV on Cute. Let's Go!”: Internet Memes as Delegitimizing Discourse

In an effort to explore the role of new media technologies in environmental protest rhetoric, this paper examines Greenpeace's Let's Go! Arctic campaign, which opposed Shell's Arctic oil-drilling plans. The campaign produced a body of Internet memes designed to look like Shell's own corporate advertising. Moreover, the viral campaign used various rhetorical techniques that challenged Shell's goals and identity. Greenpeace-generated and user-generated memes cleverly use irony, corporate voice and humor to delegitimize Shell's Arctic efforts. The memes offered messages that mocked corporate practices and corporate messaging while also providing direct protest messages and accessible humor that invited identification against Shell. Thus, the memes collectively encouraged identification with Greenpeace's antidrilling, pro-environment discourse.     

Massachusetts v. Environmental Protection Agency: Constructing “Certainty” as Rebuttal

Massachusetts v. Environmental Protection Agency was the first Supreme Court opinion generated specifically as a response to the issue of anthropogenic CO₂ emissions, alleging that Environmental Protection Agency's (EPA) failure to regulate is leading to environmental harms for plaintiffs. This essay examines the majority opinion of Justice Stevens and his use of presumption and burden of proof, within a logic of problematic integration, to construct “certainty” as a rebuttal to and rejection of the “uncertainty” offered by EPA. I examine how this strategically constructed rebuttal to “uncertainty” functions as a declarative act of “certainty,” advancing a proposition whose scientific, legal, or political acceptance could function as a tipping point away from the claims of “uncertainty” used by opponents on this contentious issue. Because of the court's influence, the implications of their “certainty” extend beyond the case and into the broader discussion of climate change science and environmental communication.     

Corporations,Consumerism and Culpability: Sustainability in the British Press

Sustainability and sustainable development are prominent themes in international policy-making, corporate PR, news-media and academic scholarship. Its definitions are contested, however sustainability is associated with a three-pillar focus on economic development, environmental conservation and social justice, most recently espoused in the adoption of the UN Sustainable Development Goals in 2015. In spite of its common usage, there is little research about how sustainability is represented and refracted in public discourse in different national contexts. We examine British national press coverage of sustainability and sustainable development in 2015 in a cross-market sample of national newspapers. Our findings show that key international policy events and environmental and social justice frames are peripheral, while neoliberalism and neoliberal environmentalism vis-à-vis the promotion of technocratic solutions, corporate social responsibility and “sustainable” consumerism are the predominant frames through which the British news-media reports sustainability. This holds regardless of newspaper quality and ideological orientation.     

The Green Economy: Reconceptualizing the Natural Commons as Natural Capital

The green economy is an emergent approach to sustainable development launched at Rio+20. Herein environmental decision-making is increasingly achieved through economistic processes and logic. The natural commons are quantified and managed as natural capital. This paper summarizes the trajectory of the project and its ideological framework. It examines various conceptualizations of economic approaches to the environment and considers philosophical, methodological, and political problems associated with the green economy project. In the face of very different definitions of what constitutes a green economy, environmental communicators face a situation characterized by discursive confusion as the complexity of natural capital accounting processes conceal new political configurations. Counter movements argue that the green economy program is performing ideological work that uses language of environmentalism to obscure an intensified agenda of neoliberal governance and capital accumulation. The concept now has contradictory meanings. Environmental communicators have an important role to play in exposing the contested nature of the project and in helping to define the emerging green economy.     

Beasts,Burgers, and Hummers: Meat and the Crisis of Masculinity in Contemporary Television Advertisements

This paper examines three recent television advertisements that symbolically link meat not only with masculinity, but specifically with the “crisis in masculinity.” Using an ecofeminist lens, I engage in an intersectional analysis of these advertisements to demonstrate how they articulate the eating of meat with primitive masculinities as a response to perceived threats to hegemonic masculinity. These advertisements demonstrate that scholars interested in the status of masculinity must pay attention to the “threats” to masculinity posed by environmental and animal rights movements, and that scholars interested in environmental movements must pay attention to the role of masculinity in resisting moves toward sustainability. This analysis demonstrates the utility of ecofeminism in understanding the relationship between hegemonic masculinity and environmentalism while also pointing to the need for ecofeminism to continue to explore the implications of intersectionality for ecofeminist theory and criticism.     

Green growth and OECD countries: measurement of country performances through distance-based analysis (DBA)

When we measure countries’ socioeconomic development, the standalone National Income approach does not to reflect well-being of the citizens. An analysis of a country's welfare should consider the combination of different aspects such as economic indicators, environmental and resource productivity, and economic opportunities. In the light of these discussions, the concept of green growth arose as a contemporary approach to reframe the mainstream growth model and to re-evaluate many of the investment decisions in meeting agricultural, energy and water needs and the resource demands of economic development. This paper evaluates the green growth performance of OECD countries by applying the I-distance method by integrating the economic, social, and environmental aspects of countries’ performances simultaneously. Using multivariate I-distance approach, selected green growth indicators and numerous different variables have been synthesized into one value. According to our analysis, Sweden, Luxemburg, Norway and Denmark occupy the top places by their outstanding green performance. On the other hand, Mexico, Poland and Greece are placed at the bottom as a consequence of their relatively weak environmental performance.

     

Analysis of CO2 emissions peak: China’s objective and strategy

Establishing positive and urgent targets for CO₂ reduction and emission peak, and promoting energy conservation and energy structure adjustment are among the strategies to address global climate change and CO₂ emissions reduction. They are also means to break through the constraints of domestic resources and environment, and internal needs, to achieve sustainable development. Generally speaking, a country's CO₂ emission peak appears after achieving urbanization and industrialization. By then, connotative economic growth will appear, GDP will grow slowly, energy consumption elasticity will decrease, and energy consumption growth will slow down – dependent mainly on new and renewable energies. Fossil fuel consumption will not increase further. When CO₂ emission reaches its peak, the annual reduction rate of CO₂ intensity of GDP is greater than GDP annual growth rate; and the annual reduction rate of CO₂ intensity of energy use is greater than the annual growth rate of energy consumption. Therefore, three important approaches to promotion of CO₂ emission peak can be concluded: maintaining reasonable control of GDP growth, strengthening energy conservation to significantly reduce the GDP energy intensity, and optimizing the energy mix to reduce the CO₂ intensity of energy use. By around 2030, China will basically have completed its rapid development phase of industrialization and urbanization. Connotative economic growth will appear with the acceleration of industrial structure adjustment. The target of GDP energy intensity will still be to maintain an average annual reduction of 3% or higher. The proportion of non-fossil fuels will reach 20–25%, and the aim will be to maintain an average annual growth rate of 6–8%. The total annual energy demand growth of 1.5% will be satisfied by the newly increased supply of non-fossil fuels. The annual decline in CO₂ intensity of GDP will reach 4.5% or higher, which is compatible with an average annual GDP growth rate of approximately 4.5% in order to reach CO₂ emission peak. This corresponds to the level of China's potential economic growth. Achieving CO₂ emission peak will not impose a rigid constraint on economic development, but rather promote economic development and accelerate the transformation of green, low-carbon development. The CO₂ emission peak can be controlled with a cap of 11 billion tons, which means that CO₂ emission will increase by less than 50% compared with 2010. The per capita emission peak will be controlled at a level of less than 8 tons, which is lower than the 9.5 tons in the EU and Japan and much lower than the 20 tons in the US, future economic and social development faces many uncertainties in achieving the CO₂ emission peak discussed above. It depends on current and future strategies and policies, as well as the pace and strength of economic transformation, innovation, and new energy technologies. If the economic transformation pattern fails to meet expectations, the time required to reach CO₂ emission peak would be delayed and the peak level would be higher than expected. Therefore, we need to coordinate thoughts and ideas and deploy these in advance; to highlight the strategic position of low-carbon development and its priorities; to enact mid- to long-term energy development strategies; and to establish and improve a system of laws, regulations, and policies as well as an implementation mechanism for green, low-carbon development. Oriented by positive and urgent CO₂ reduction and peak targets, the government would form a reversed mechanism to promote economic transformation and embark on the path of green, low-carbon development as soon as possible.     

A detailed look at the three disciplines,environmental ethics,law and education to determine which plays the most critical role in environmental enhancement and protection

Campaigns to mitigate environmental degradation problems have failed in recent years due to not only the inability to identify the actual causes of the problems but also the approach followed in addressing these problems. This study gives a detailed consideration to the roles played by environmental education, ethics and law in environmental enhancement and protection with the aim of identifying the one that has made the most progress toward reducing the impact of environmental problems. Knowledge of this is necessary as it will help determine the starting point of any environmental sustainability campaign and direct efforts toward this. The findings of this study show that the importance of the three disciplines in environmental enhancement and protection cannot be over-looked, and it identifies environmental ethics as both an interconnector of the other two disciplines and the force that propels them into action.     

Understanding India’s forest bureaucracy: a review

Forest administrators play a crucial role in translating conservation and development policies into action, yet policy reformers and scholars rarely examine how these administrators make decisions about the implementation of conservation and development policy in India. In this paper, I address this gap. I begin by developing a framework that draws on Western policy implementation studies and Ostrom’s Institutional Analysis and Development framework and then apply this framework to a review of published studies that examine the role of forest officials in implementing public policies in India. The framework differentiates between formal and informal institutions and between institutions which are developed within an agency and those that are directed from outside the agency. I find that forester behavior varies significantly across space and time and has an important influence on the outcome of forestry programs. Innovations and excellent program implementation appear related to foresters’ desire to demonstrate professional efficacy. On the other hand, many failings can be traced either to external direction or to foresters developing internal institutions that are poorly suited to the problems they are tasked with solving. Existing research is limited in its geographic and temporal scope and leaves many questions unanswered, and thus, the review concludes with a brief outline of future research needs.     

Mobilizing Artists: Green Patriot Posters,Visual Metaphors,and Climate Change Activism

This essay examines the Canary Project's Green Patriot Posters campaign as activist art that collectively comments on the cultural coherence of our current relations to the environment, particularly in terms of global warming, sustainability, and the concept of linear economic growth. Aspiring to bring together artists under the eco-activist umbrella, the Canary Project relies on an old WWII-inspired frame with a narrow premise of that period's conservation efforts. Within this framework, a range of visual designs question, subvert, and promote continued economic growth and an ontology that “more” equals “better.” An analysis of the up–down orientational metaphors underscores a typology of these valuations and reveals one way to assess implications of such artistic efforts. That is, artistic expressions adapt and play with the contingent nature of metaphors, offering elaborations, extensions, and alternatives on basic structural elements and, hence, remark on how we orient ourselves and productively imagine being of/in the world anew.     

Wilderness and the Media Politics of Place Branding

It is 30 years since the Australian environmental movement enlisted the term “wilderness” to protect Tasmania's remote Franklin River from hydroelectric development. Environmentalists deployed “wilderness” strategically during the conflict to build public support for their no-dam campaign, aided by national and international media who used the term liberally, while Tasmanian news media and pro-development elites acknowledged the term's inherent political qualities by suppressing its use. Our interest is in the political and media framing of “wilderness” since the concept was “branded” by government and industry at the turn of the twenty-first century. Drawing on continuing environmental conflict over Tasmania's remote Tarkine region as a case study, we ask to what extent media portrayals of “wilderness” have changed since the Franklin dam was stopped and the Tasmanian World Heritage Wilderness Area was created in 1982. Using content analysis of related articles in the local media and qualitative analysis of international travel journalism about Tasmania published over an extended period, we find that place branding has contributed to the routinization of “wilderness” and to a shift in the focus of mediated conflict from “wilderness” to “tourism.” The Tasmanian experience demonstrates that while the actions of the environmental movement can valorize place, branding can depoliticize contested natural areas. Yet brands that incorporate or allude to “wilderness” may have the unanticipated consequence of valorizing “wilderness” transnationally, in a manner that the environmental movement would struggle to emulate.     

The Dakota Access Pipeline and the Breakdown of Participatory Processes in Environmental Decision-Making

This article employs a close reading of documents related to the permitting process for the Dakota Access Pipeline (DAPL) and ensuing legal battle in order to argue that extant regulatory frameworks for environmental decision-making are insufficient to promote environmental justice outcomes. By analyzing the US Army Corps of Engineer's responses to comments made during the public comment phase of the NEPA evaluation of the DAPL, I argue that regulatory frameworks may exacerbate environmental justice concerns by incentivizing decision makers to prioritize justification for their decisions and avoiding legal battles over meaningfully engaging with communities. This finding leads me to call for more engagement with energy democracy's orientation toward community-led processes as a corrective to current regulatory systems. This article expands on extant work in environmental communication by more thoroughly investigating the flaws in extant regulatory frameworks and calling for a perspectival shift in environmental decision-making.     

Soil erosion response to climatic change and human activity during the Quaternary on the Loess Plateau, China

We review published stratigraphic, archaeological and pedosedimentary evidence in order to reconstruct the history of soil erosion in China. Documentary evidence of climatic and flood events of the Yellow River and modern hydrological and meteorological data are synthesised to analyse the history of past human activity and its effects on soil erosion intensity during four nested periods of time during the Quaternary. The most intensive period of erosion during the Quaternary was in the Holocene. During the Holocene, intervals of intensive soil erosion occurred at 7500–7000 BP, 200 BCE–0 CE, 1000–1600 CE (Christian era) and during the 1930s, 1950s and the later part of the 1960s of the last century. Large-scale human activity including warfare during early Chinese history, population migration, the inner wars in 1930s, the Cultural Revolution and the recent national campaign to aid soil and water conservation are all closely related to the rate of soil erosion on the Loess Plateau and to sediment loads in the Yellow River. Overall, soil erosion during the transition from dry-cool to wet-warm climates was more intense than during wet-warm and cool-dry climatic episodes, but serious accelerated soil erosion has occurred during the last 2,500 years because of man-induced devastation of vegetation and other anthropogenic disturbance of the environment. Modern rates of soil erosion on the Loess Plateau are a combination of both intensive natural and human-induced erosions and are some four times greater than occurred in the geological past. The recent implementation of soil and water conservation measures has decreased sediment load in the Yellow River by 25%.     

Community participation in international projects: an analytical perspective from the Russian Far East

International projects frequently struggle with the dilemmas of community participation, whether the community in question is the object of a development or aid intervention, or is to be persuaded to cooperate on a conservation project. This paper discusses the challenges facing interventionists and the obstacles and opportunities that local people encounter as they come into contact with exogenous conservation and development projects. The key issues presented can be summarized as legacy, legitimacy, agency and communication. We argue that project planners need to understand the history of past interventions in order to respond appropriately to local expectations. At the same time, the complexity of community leadership and representation complicates the sometimes conflicting agendas of project developers and communities. Much depends on personal relations, individual agency, and initiative. Finally, the physical means of communication—language, print and broadcast media, transport and telecommunications—are important aspects to consider when assessing the limitations to community participation. Although there have been valuable successes in international projects in Russia, as in other regions of the world, a better understanding of community participation is needed to ensure more effective and sustainable means for engaging communities in project development and implementation. This paper explores these questions through a locally-grounded analysis based on the academic research and practitioner experience of the two authors in the remote home of a World Heritage site—the Kamchatka Peninsula, in the Russian Far East.