The Country,the City,and the Corporation: Rio Tinto Kennecott and the Materiality of Corporate Rhetoric

Contributing to extant discourses about corporate environmental advocacy, this paper argues that corporations can embed discursive rhetorical strategies in material places and spaces. This argument contributes to environmental communication by bridging divisions between discursive and materialist approaches to corporate rhetoric. Corporate materiality is realized in the study of Rio Tinto Kennecott (RTK) at places of corporate community where RTK enunciates a dominant environmental discourse about the necessity of the Bingham Canyon Mine through strategies such as the technological shell game, the hypocrite's trap, and corporate heterotopia, which are made manifest materially alongside cultural values such as epistemic trust, technological progress, community, and home. Using participatory critical rhetoric as a methodology, I analyse RTK's material rhetoric at the Natural History Museum of Utah, the Rio Tinto Soccer Stadium, and the Daybreak suburban community. This case study reveals that corporations are assemblages that assert many different, and sometimes competing, arguments that can deflect environmental criticism, materially.     

Personae and Natural Capitalism: Negotiating Politics and Constituencies in a Rhetoric of Sustainability

This essay critiques natural capitalism, a concept developed as a strategic response to the antagonism of capitalist production and the ideology of sustainability. I trace and critique the second and third personae of the book Natural Capitalism. The second persona of natural capitalism constitutes already dominant capitalists and technocrats as the constituency best prepared to meet the exigencies of sustainability. Simultaneously, civil society and non-propertied classes constitute a marginalized third persona whose interests can be satisfied only if aligned with those of the second persona. This precarious arrangement is possible due to the non-ideological representation of natural capitalism. I argue that such a representation is misleading. Criticism of the tensions between natural capitalism's personae suggests radical potential for environmental rhetoric.     

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.     

Ecological Rhetoric through Vicarious Narrative: The Enduring Significance of Garrett Hardin's The Tragedy of the Commons

“The Tragedy of the Commons,” a 1968 article on overpopulation by Garrett Hardin, achieved rapid and widespread popularity, and still remains influential. Hardin uses an extended hypothetical example that functions as a vicarious narrative to postulate a syllogistic proof he then applies enthymematically and by analogy to social and environmental issues. Although Hardin's inconsistent application of his analogy reveals that adopting his rhetorical strategy in environmental communication necessitates acceptance of neither Hardin's overpopulation thesis nor his political and social views, his article remains a landmark in environmental as well as ecological rhetoric.     

Narratives,Rhetorical Genres,and Environmental Conflict: Responses to Schwarze's “Environmental Melodrama”

The appearance of Steven Schwarze's essay, “Environmental Melodrama” (Schwarze, 2006) as the lead article in a recent issue of The Quarterly Journal of Speech marks an important moment of recognition for environmental communication scholarship. Schwarze's essay demonstrates how studies of environmental rhetoric can contribute to rhetorical theory more generally, while addressing practical questions regarding the rhetorical aspects of environmental conflict. The contributors to this forum respond to Schwarze's arguments, drawing in part upon their own case studies of rhetorical action and narrative in environmental conflict.     

Environmental Risks in Newspaper Coverage: A Framing Analysis of Investigative Reports on Environmental Problems in 10 Chinese Newspapers

Economic modernization has been China's national priority since the establishment of the People's Republic. Since the authorities retain control over the media, which is also now subject to commercial influences, it might be expected that the Chinese news media would construct a discourse of assurance, endorsing economic modernization. A framing analysis of newspaper investigative reports on environmental problems in this article, however, shows that these reports have portrayed environmental problems in a manner that opposes rather than supports the national priority for economic growth. It challenges rather than reinforces the current institutional discourse of development and criticizes rather than contributes to the present structure of the capitalist mode of production in China. In this case, the prominence of the critical reflective discourse demonstrates the critical role investigative journalism potentially plays in arousing the public's awareness of risks in order to create a society in which such risks can be minimized. Factors in the wider social context contribute to our understanding of the critical discourse of environmental problems.     

“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.     

A Complicated Reef: The Relationship Between a Representation and the Represented Phenomenon

In this study, I describe the relationship between the Florida Aquarium's representation of a coral reef and the live reef that served as the model for the representation. I specifically illustrate how naming practices complicate the aquarium's stated purpose of environmental education. I conclude by suggesting ways the aquarium and other pro-environmental facilities can better manage environmental representation.     

The Ecological Jeremiad,the American Myth,and the Vivid Force of Color in Dr. Seuss's The Lorax

This essay explores Dr. Seuss's The Lorax through a combination of contextual, visual and narrative-based criticism. Specifically, rhetorical forms of the jeremiad and myth are examined as adaptations to the medium of children's literature. In addition, the force of illustrated images is discussed, including the rhetorical force of color. The essay begins with a discussion of both Dr. Seuss and The Lorax within the contexts of the early environmental movement's rhetoric of alarm and political activism. It then outlines Seuss's attempt at “propaganda with a plot” arguing that a collision of the American myth and ecological jeremiad parallel and divert from the environmentalist norm. A detailed analysis of illustrated imagery and the function of color demonstrate the rhetorical force toward narration and ideology possible in the visual form.     

Places and People: Rhetorical Constructions of “Community” in a Canadian Environmental Risk Assessment

This paper addresses the issue of public engagement in environmental risk contexts through a rhetorical analysis of the key term “community” in a risk assessment of mining-caused soil contamination. Drawing on Burke's concept of terministic screens and method of cluster criticism, the analysis shows the divergent constitutions of “community” in the Sudbury Soils Study's official discourse and the citizen-activist rhetoric of the Community Committee on the Sudbury Soils Study. Tracing the verbal and visual clusters within each organization's articulation of “community” as place and people reveals how the official Study's technical-regulatory ideology of environmental risk and citizen participation is countered by the Community Committee's contestatory environmental justice ideology. These competing views of “community” are mutually constitutive in that the official Study's mainstream risk discourse establishes the terms for the Community Committee's reactive counter-discourse, thus limiting citizen participation mainly to questions of “downstream” impacts. Our rhetorical analysis of “community” suggests a generative method for understanding the complex power relations animating specific risk communication contexts as well as for potentially reinventing “community” in terms more conducive to meaningful citizen engagement.     

Anthropocentric Distance in National Geographic's Environmental Aesthetic

Tourism is the way we understand the world: tourists travel in an increasingly mediated environment in which ubiquitous promotional material and other popular artifacts employ stunning images and romantic travel narratives to describe local environments. Tourist texts “sell” local landscapes to entice visitors, employing an environmental aesthetic that urges travel. With its mission to “explore the planet,” the National Geographic Society contributes to this tourist aesthetic. This essay examines three special issues on Africa simultaneously published by the National Geographic Society: its official journal, National Geographic, and its sister magazines, National Geographic Traveler, and National Geographic Adventure. The photographic images and travel narratives in these tourist texts produce an environmental aesthetic that positions the traveler at the center of these environments. This essay first analyzes how National Geographic constructs Africa's environmental landscapes. These magazines depict Africa as a vast desert plain, a wilderness theme park, and a part of the global scenery. The second part of the analysis examines how National Geographic locates the tourist in these environments. I discuss how National Geographic positions the tourist as protagonist, expert, and hero of Africa's environment. In the conclusions, I argue this environmental aesthetic renders Africa invisible through anthropocentric distance, and I discuss the need for more critical readings of tourist discourse.     

The comparison of generic model predictions with chernobyl fallout data on the transfer of radioiodine over the air-pasture-cow-milk pathway

Data have been collected on concentrations of ¹³¹I in air, vegetation and milk from numerous locations receiving Chernobyl fallout. Time-integrated concentrations derived from these data are used to compare predictions from generic models used for routine environmental radiological assessments. In general, the models markedly overestimated the transfer of ¹³¹I over the air-grass-cow-milk pathway. The reasons for this overestimate appear to be related to a combination of different factors, among which overestimation of the dry deposition velocity assumed for elemental ¹³¹I, overestimation of the interception and retention of wet-deposited ¹³¹I by pasture vegetation and overestimation of the cow's diet-to-milk transfer coefficient appear to be most important. The low transfer of Chernobyl ¹³¹I from air to milk indicates that the direct inhalation of contaminated air by humans may be more important in determining the ¹³¹I exposure to large populations than the consumption of contaminated cow's milk. Radiological assessments conducted prior to the Chernobyl accident have typically assumed that ¹³¹I exposure would be dominated by the consumption of milk. The consumption of milk, however, is still of dominant importance for the exposure of critical population subgroups composed of infants and small children.     

Creating a Place for Environmental Communication Research in Sustainability Science

Environmental communication scholarship is critical to the success of sustainability science. This essay outlines three pressing areas of intersection between the two fields. First, environmental communication scholarship on public participation processes is essential for sustainability science's efforts to link knowledge with action. Second, sustainability science requires collaborations across diverse institutional and disciplinary boundaries. Environmental communication can play a vital role in reorganizing the production and application of disciplinary knowledge. Third, science communication bridges environmental communication and sustainability science and can move communication processes away from one-way transmission models toward engaged approaches. The essay draws on Maine's Sustainability Solutions Initiative to illustrate key outcomes of a large project that has integrated environmental communication into sustainability science.     

“Environmentally Friendly Oil and Gas Production”: Analyzing Governmental Argumentation and Press Deliberation on Oil Policy

This article exemplifies an approach to analyzing political arguments and press deliberation on the issue of climate change and oil policy. I apply political discourse analysis to examine an oil minister's press conference presentation of the key official document on Norway's future oil policy, and evaluate how he attempted to reconcile the country's expansive petroleum policy with its self-proclaimed ambition of being world leading in responsible climate policy. The analysis displays how the minister's argumentation served to legitimate an expansive oil policy by projecting an altruistic motivation and invoking the authority of the tradition of the industry. This is supplemented by an analysis of newspaper editorials and commentaries on the speech, identifying a major split in viewpoints between local and national newspapers. The analyses evaluate arguments in an explicit manner, for example by critically questioning their value premises, thus suggesting an approach that could benefit critical research on environmental communication.     

Sporting Nature(s): Wildness,the Primitive,and Naturalizing Imagery in MMA and Sports Advertisements

This essay examines two Nike commercials, a TapOut commercial, and the proliferation of mixed martial arts (MMA) t-shirt visual culture, all of which symbolically link wildness and “nature” as primitivity to their particular sport contexts. MMA in particular, it is argued, is more symbolically available to symbolic discourses of the “natural” and the “primitive” because of the sport's technological minimalism. The MMA t-shirt is posited as a safe, masculine primitive performance, functioning as an expressive personal substitute (or supplement) to the analogous tattoos “worn” by many fighters and fans. Additionally, this paper reviews and connects several disparate bodies of literature, moving from a discussion of eco-critical principles for critiquing the cultural production of nature / the natural, to an assessment of “nature” as primitivity, and finally to highlight how critical analyses of sport and MMA implicate related categories. While environmental communication has addressed the place of “nature” in advertising, little has been written about how discourses of nature, gender, and the environment intersect with the highly mediatized culture of sports. This article adds to the subfield by initiating just such a critical discussion. Finally, I contend that one of the main ideological functions of the employment of nature imagery here is to implicitly authorize notions of wildness or the “primitive” in close association with a male animal ideology, and also to symbolically reinforce existing narratives which naturalize aggression. These advertisements posit, I argue, a metaphysical rather than realist ecological discourse, enabling an unsustainable narrative of the naturalness of human-on-human violence and aggression.     

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.     

The Misdiagnosis: Rethinking “Nature-deficit Disorder”

This study examines and critiques “nature-deficit disorder” (NDD), Richard Louv's popular theory of how and why children are alienated from nature. Specifically, I explore NDD within the context of one forest conservation education program that aligns with and operationalizes Louv's message. Underlying Louv's and forest educators' discourses are culturally specific assumptions about human-nature relationships. Both evoke a fall-recovery narrative—that children are separated from nature and must return—and promote science and naming to reconnect. I argue that, in the absence of deeper cultural examination and alternative practices, NDD is a misdiagnosis—a problematic contemporary environmental discourse that can obscure and mistreat the problem. I call on adults to rethink human-nature disconnectedness by returning to the psyche, digging deeper to the problem's cultural roots, and using nontraditional communication practices such as emotional expression and non-naming.     

The Structuration of Public Participation: Organizing Environmental Control

A growing body of participation literature muses over why current mechanisms of public participation persist when they so often fail; calls for expanding the conceptual boundaries of participation beyond institutional mechanisms, and highlights the role communication, and allied concepts such as discourse and rhetoric, play in participatory processes. Given these diverse calls, environmental public participation can benefit from building a mid-level theoretical terrain. In this essay, I draw upon the sociological tradition of Anthony Giddens’ structuration theory and parallel systems thinking which foreground a structure-action mode of analysis. Through this lens I articulate the basic premises of a structuration model for environmental public participation, pointing especially to issues of agency, which involves ontological security and ontological competence, social systems, and various elements within duality of structure, with an eye toward communication-centered research. This theoretical space further indicates the possibilities of connecting the material realm of action/practice with the symbolic domain of environmental self.     

Crisis,Coherence, and the Promise of Critical Rhetoric

This essay responds to the keynote address by Cox by discussing the ways in which critical rhetoric is implicated in environmental communication (EC) as a crisis discipline, as well as the ways in which EC, so positioned, is implicated within a broader coherentist epistemology. Issues of exigency, representation, and sustainability are considered, along with an examination of the concepts of nominalism and doxa as they relate to the enterprise of EC research. The critical cultural politics embedded in much EC scholarship are also addressed in terms of their intersections with the increasingly unscrupulous abuse of language within antienvironmental administrative rhetorics.     

Politics of Edibility: Reconceptualizing Ecological Relationality

Taking the Infinity Burial Project (IBP) as its inspiration, this essay theorizes a politics of edibility by way of decomposing the discursive boundaries erected between human bodies and environments. In particular, this essay reads the IBP as a deconstruction of another dualism—eater/eaten—that permeates and informs cultural practices from birth to burial. Mobilizing a rhetoric of carnality, the IBP decomposes the human body's relation to its environments, merging its statuses as eater and eaten. At the same time, this rhetoric of carnality also emphasizes the irreducibly productive nature of consumption as an articulatory practice in its own right. As this essay argues, a politics of edibility not only recognizes the superficiality of the body/environment and eater/eaten dichotomies but it also respects the relations generated in the wake of their deconstruction.