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.     

Salvaging Wilderness from the Tomb of History: A Response to The National Parks: America's Best Idea

In the age of industrialism, wilderness is the counterbalance to human excesses and the inspiration for environmental activists. Today, wilderness is even more important and contested as people face multiple environmental crises on a planet with an exploding human population and voracious consumer appetite. Too often obscured by the technosphere that engulfs us, wilderness awaits its ecoteur filmmakers to give it greater presence on the public screens of the technoscape. After The National Parks: America's Best Idea, wilderness still waits. By treating wilderness as an historical relic and vacation spot, the film saps it of its vital relevance and political power. Audiences must understand the foundational role of wilderness in their lives, instead of being pacified with an history drained of color that disconnects them from wilderness. As people wonder if there is a future for industrial civilization, wilderness provides the last best hope for rethinking our place on earth.     

Species of the Month: Anti-Whaling,Mediated Visibility,and the News

Paul Watson, founder of the Sea Shepherd Conservation Society and captain of anti-whaling ship the Steve Irwin, has emerged as one of the world's most visible environmental protesters. This essay, based in part on a long interview with Watson in Australia in 2009, analyzes his mediated visibility and thus capacity to participate in public debate by isolating various components of his strategic activities under four themes: mediated protest, symbolic power, media practices, and celebrity. It argues that Watson's visibility involves a complex flow of information and meanings across various “old” and “new” media form, but remains reliant on news media. Thus, despite his generally astute media practices and strategies, Watson's visibility is contingent on a set of professional practices and logics unlikely to provide sustained news access or long-term legitimacy to a political “outsider.”     

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.     

From Frames to Resonance Machines: The Neuropolitics of Environmental Communication

George Lakoff 's work in cognitive linguistics has prompted a surge in social scientists’ interest in the cognitive and neuropsychological dimensions of political discourse. Bringing cognitive neuroscience into the study of social movements and of environmental communication, however, is not as straightforward as Lakoff 's followers suggest. Examining and comparing Lakoff's “neuropolitics” with those of political theorist William E. Connolly, this article argues that Connolly's writings on evangelical-capitalist and eco-egalitarian “resonance machines” provide a broader model for thinking about the relations between body, brain, and culture. Environmentalists, it concludes, should pluralize their “frames” and pay greater attention to the micropolitical and affective effects of their language and practices on the communities within which they act, communicate, and dwell.     

“Ethereal Carbon”: legitimizing liquefied natural gas in British Columbia

ABSTRACT

This paper examines the provincial government of British Columbia's recent proposal of building a Liquefied Natural Gas (LNG) industry, in which natural gas extracted through hydraulic fracturing will be liquefied and then exported to Asian markets. Drawing upon the growing literature on energopower, petro-state, and petro-culture, selected texts and images from “LNG in BC”—the project's official branding website—were analyzed through a multimodal critical discourse analysis. The results reveal two primary strategies of legitimation: the first emphasizes the economic benefits of LNG development in terms of employment and taxation revenues; the second defines LNG as a means of strengthening B.C.’s environmental leadership. The second narrative depends heavily upon the symbolic values of natural gas, contrasting its “clean” appearance (as a colorless and odorless gas) with the material density and “toxic sensuality” of other “dirty” fossil fuels (such as coal, oil, and bitumen). The website also presents a linear and simplified “storyline” of the generation of LNG which emphasizes the simple, “clean” process of liquefaction to distract attention from the ecological and health risks of hydraulic fracturing.     

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.     

“Single-minded,compelling, and unique”: Visual Communications,Landscape, and the Calculated Aesthetic of Place Branding

Place branding strategies play a significant role in the professional composition of landscape imagery, including the depiction of “natural” landscapes. In this paper, Brand Blue Mountains, a brand currently implemented in the Blue Mountains region (Australia), is discursively analyzed. The brand sets out an all-encompassing “Vision” defining the identity, values and personality of the World Heritage listed Blue Mountains landscape, summarized in the tagline Elevate Your Senses. This “vision” is visually translated into a strictly coordinated and copyrighted suite of logos, graphic design, color, fonts and various photographic styles. Analysis reveals that the degree of control that place brand strategists seek to exert over the visual expression of landscape identity is significant. A highly selective narrative of positive nature-based sensory experience is constructed through the holistic application of contemporary visual media. The brands' communications strategy naturalizes and reinforces a particular market-friendly version of place. The framework that brands set for the representation of landscapes overall amounts to an exercise in calculated aesthetics, whereby the form and content of landscape images of various kinds is measured to achieve the greatest market differentiation and impact which technologies allow. The result of this calculated aesthetic system, with its taglines, saturated color, careful composition and magazine-format brevity, is a reduction in the complexity of landscape representations and a perpetuation of nature stereotypes.     

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.     

Goshute Native American Tribe and Nuclear Waste: Complexities and Contradictions of a Bounded-Constitutive Relationship

This essay examines discourse from members of the Skull Valley Goshute Native American tribe about the nuclear-waste proposal and tribal controversy. Building from Kinsella's “bounded-constitutive” theoretical model of communication, I argue the environment (material) is more than a context where Goshute culture and policy development (symbolic) plays out. Rather, environment, culture, and policy mutually define each other, and the material environment constrains Goshute culture. Instead of the symbolic unilaterally influencing the material, the material responds and acts to influence the symbolic. The symbolic becomes responsible to the material and vice versa as the relationship is multi-influential and interactive creating political, cultural, and environmental complexities and contradictions while fueling intra-tribal conflict.     

Blogging about Climate Change in Russia: Activism,Scepticism and Conspiracies

The article explores the new media’s role in climate change communication in Russia. By providing an open space for the expression of very diverse points of view, the internet creates a substitute media reality where both climate activists and climate sceptics can question the established discourse. Analysis of 374 entries published on the LiveJournal blogging platform has resulted in the identification of four discursive categories: “conspiracies of climate change,” “climate change impact,” “political games of climate change” and “online (anti-)environmentalism.” Each category demonstrates how the same topic can be framed in very different ways depending on bloggers’ worldview rather than the nature of the discussed environmental problem. The findings also show that the blogs act as “echo-chambers” for both climate deniers and climate activists reinforcing their behold beliefs. Finally, the analysis discovers some parallels with the traditional media coverage in their minimal critique of Russian state policy on climate.     

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.     

Green Lawfare: Environmental Public Interest Litigation and Mediatized Environmental Conflict

Communication strategies involving news media and environmental groups are well documented and research into protest politics and other forms of environmental communication has made considerable progress in the analysis of the strategies that various actors use to influence environmental policy. There is less scholarship, however, on the journalistic representation of the legal strategies employed by environmental non-government organizations, such as the mediatized debates about the use of law by these groups and the laws themselves. Further, while legal scholarship observes the role of public interest litigation in environmental matters, the role of news media as an influential force in public opinion formation and mobilization in the context of environmental litigation as an activist strategy remains less understood. Using the 2015 “green lawfare” debate in Australia that followed a successful Australian Federal Court challenge to a coalmine, this paper argues that the “mediatized visibility” inherent in public interest litigation is an important, but mostly overlooked, element of mediatized environmental conflict.     

Contemporary Environmental Art in China: Portraying Progress,Politics, and Ecosystems

Art has long been an important force in environmental movements. In China, environmental art is a fast-growing sector of the art scene. This new area of emphasis is expanding the function of art and aiding in China’s environmental movement by challenging both imported Western practices and Maoist era philosophy, thereby opening up new ways of considering the relationship between human “progress,” political systems, economic practices, and their repercussions on existing ecosystems. I turn to artist Xu Xiaoyan’s paintings to explore how the notion of “progress” can be challenged through art. I use Deleuze and Guattari’s theory of deterritorialization and reterritorialization to map how Xu’s art offers viewers space to think outside dominant paradigms, creates the potential for changes in human consciousness, considers the environment as a composition of relationships and interactions, and provokes discussion concerning the impact of linear notions of time on human conceptions of nature.     

Scapegoating in the Wild: A Burkean Analysis of Two Outdoor Adventures Gone Wrong

Aron Ralston and Christopher McCandless, two outdoor adventurers, have captured the hearts of many American environmentalists. Each has attained the status of cultural icons and inspired books and films to recount their tales. While entertainment media have romanticized both individuals, news media are not as easy on one—McCandless is vilified while Ralston is valorized. When reporting these stories, news media outlets attempted to retell each story in a way that conforms to the dominant American ideology of wilderness, where “progress” is marked by control over nature—control that both Ralston and McCandless clearly unsettled. In addition, both committed many of the same errors in being underprepared. Despite these similarities, why are they each presented so differently in the news media? This paper offers a rhetorical analysis of newspaper articles on each story, where the phenomenon of scapegoating alienates McCandless, and the phenomenon of mortification purifies Ralston, restabilizing this American environmental ideology in both stories. In conclusion, I argue that the essential difference between these two stories is that they present two opposing ideals of a human–nature relationship, with Ralston's ideology including a space for technology and industrial knowledge, and thus construed as more appropriate than McCandless' ideology.     

Gold Mining in the Greek “Village of Gaul”: Newspaper Coverage of Conflict and Discursive Positioning of Opposing Coalitions

The present study analysed media discourse on a gold mining controversy in Greece. Social actors shaped a pro-mining and an anti-mining coalition. The “village of Gaul” was a discursive resource used to depict conflict and it could denote either “resistance,” for anti-mining advocates, or “anarchy,” for pro-mining advocates. The same actor could be found to perform both the role of a powerful majority as well as the role of a repressed minority, which engaged varying scales of reference. Discursive positioning allowed for a switching among majority and minority roles. Each camp attempted to transform incalculable hazards into calculable risks and this was accompanied by a discursive appropriation of the past and the future of the study area. Social divide seems to have advanced discursive positioning of coalitions in a spiral-logic of interactionist confrontation at the cost of losing any common ground. Implications for environmental communication and environmental governance are discussed.     

Nature's Nation: Improvisation,Democracy, and Ken Burns' National Parks

In his recurrent examination of what makes Americans “American,” documentary filmmaker Ken Burns has particularly focused on the twin themes of democracy and improvisation. The National Parks: America's Best Idea links the national park ideal with America's “democratic spirit.” Through an examination of its visual methods, I argue that the “Ken Burns gaze” is more consistent with the contemplative and magisterial visuality that shaped the origins of the national park movement—a visuality that sees nature as “out there” and a “finished product”—than it is with the improvisational spirit that both democracy and ecology demand in our time.     

The Impact of “No Impact Man”: Alternative Hedonism as Environmental Appeal

As “No Impact Man,” writer Colin Beavan conducted a one-year experiment to determine whether he and his family could reduce their environmental impact to zero while living and working in Manhattan. This article examines the No Impact Man (NIM) experiment both as “alternative hedonism,” a reconceptualization of the “good life” that avoids unduly damaging the natural world, and also as a kind of “eco-stunt,” an attempt to garner significant media coverage about positive environmental behaviors. We use DeLuca's theorization of the “image event” to analyze the No Impact Man franchise—blog, book, and documentary film—though we modify that theory in order to explore how No Impact Man functions as multi-media and new-media spectacle. In particular, we explore the risky double-bind Beavan finds himself in when, through his choice to publicize the NIM eco-stunt, he is critiqued for opportunism, foolishness, and insincerity. We suggest that efforts to publicize eco-stunts, however well conceived, invariably invite backlash. As a result, we find that alternative hedonism theory and practice open a space of invitation to environmentally beneficial behaviors and attitudes that could have potential with some audiences, but their mass appeal is compromised by the limitations of the stunts that publicize them.     

Sources and Framing of Fracking: A Content Analysis of Newspaper Coverage in North Carolina,New York,and Pennsylvania

Research across several decades has mapped the way complex environmental issues with complicated policy implications are often differentially framed within the media, public, and policy agendas with major implications for how they are understood, discussed, and decided. Building on this work, this this study compared news coverage of the debate over natural gas “fracking” in New York, Pennsylvania, and North Carolina between the period 2008 and 2013. Examining state newspapers, the analysis evaluated the types of sources used, the assertions of these sources, and how the issue of fracking was framed. From a general perspective, this study reveals how differences in framing of an environmental and scientific controversy can be attributed to the locally relevant sources used in reporting, as well as the political, economic, and social factors that might be unique to a state. Specific to the debate over natural gas “fracking,” this study adds to our understanding of how such state-based factors influence the portrayal of the issue in the news media.     

Capitalistic Agency: The Rhetoric of BP's Helios Power Campaign

In this essay, we use rhetorical analysis to examine how British Petroleum's (BP) Helios Power media campaign both encourages and embodies capitalistic agency as the means to enact pro-environmental behavior. This form of agency limits the scope of environmentalism. Capitalistic agency can be conceptualized as the capacity to enact, or the process of enacting, capitalistic ends as well as the inherent constraining of agency that is not oriented toward the production of capital. Helios Power, launched in 2007, is BP's most recent American television, radio, internet advertising, and branding campaign. We examine the campaign website which heavily incorporates green marketing, including background images of wind turbines, environmental buzzwords throughout the text, green color schemes, and a section dedicated to conservation advocacy. By rhetorically aligning BP with environmentalism, providing customers a means of participation with environmentalism, and constraining profit-hindering conservation behaviors, Helios Power provides a vivid illustration for understanding the impact of capitalistic agency on society's perception of and progress toward environmental sustainability.