Merging Duke Energy and Progress Energy: Online Public Discourse,Post-Fukushima Reactions,and the Absence of Environmental Communication

This article examines online discourse in 2011 surrounding the proposed Duke Energy and Progress Energy merger in the Carolinas. It explores how issues pertaining to the merger, including constructing new nuclear plants, are discussed in media coverage and by citizens using social media. Overall, we find that the merger discourse focuses on economic concerns rather than the environmental concerns we had anticipated. However, post-Fukushima discourse appears to have become more inclusive of environmental concerns. We conclude that environmental discussions and efforts are likely to be globally informed andlocally situated, discussing the implications for environmental communication research exploring online discourses, specifically through social media. Future research must address how to locate and delineate constellations of locally situated discourse to provide a clearer picture of environmentally focused social media communication.     

Reframing Ecotage as Ecoterrorism: News and the Discourse of Fear

This study examines how certain Western institutional discourses reproduce particular human relationships with nature. The analysis focuses upon the institutional setting of the zoo, examining long-standing multi-voiced debates about zoos and exploring the contemporary zoo's conservation discourses and cultural, lexical, and spatial elements of gaze and power. The author contextualizes zoo discourses within Western ideological environmental dialectics, including those of Mastery–Harmony, Othering–Connection, and Exploitation–Idealism. The author relates these discussions to her empirical observations of how certain discursive themes are reproduced and complicated within a leading American zoo. In the tradition of critical research that advocates for social change, the essay concludes with analysis-driven discussion about possibilities for zoos to transform their core configurations to more progressively work as agents for systemic cultural and environmental change.     

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.     

A Bird’s Eye View of the Malheur Wildlife Refuge Occupation: Nonhuman Agency and Entangled Species

In January 2016, armed militants occupied the Malheur National Wildlife Refuge, demanding an end to government control of the Refuge and other similarly protected public lands. Public discourse about the occupation highlights ongoing tensions around land use, property rights, and government overreach. The discourse foregrounds human animal concerns and all but erases nonhuman animal agency. This essay considers nonhuman animal agency and the entanglement of humans, nonhumans, and the land as seen in the occupation and surrounding discourse. We draw from critical animal studies and feminist posthuman theory to examine how discourses of the occupation produce and reinforce a sense of human exceptionalism that elides a more useful and nuanced understanding of human–nonhuman–land relatedness and agency. The analysis shows how, in the case of the Malheur occupation, occupiers and critics alike rely on discourses of “othering” towards both nonhuman animals and other humans. We take a “birding” perspective on the occupation to show how the webs of relationality that connect humans, nonhumans, and the land might be activated as an antidote to destructive discourses of human exceptionalism.     

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.     

Food for Thought: Audience Engagement with Sustainability Messages in Branded Content

Branded platforms are a growing “gray-zone” of marketing and media messages, in which corporations and news journalists partner to create content that supports strategic corporate goals while aligning with a publication’s scope of editorial coverage. As corporations are key influencers of and contributors to environmental communication, this trend has the potential to change environmental dialogue. In this article, we closely examine messages about food and sustainability, created in partnership by Chipotle Mexican Grill and the Huffington Post news site. We illustrate how use of a branded platform expanded the scope of environmental topics, issues, and frames that Chipotle addresses, how frames identified here connect to frames in coverage of science-related issues, as identified by other scholars, and discuss how branded platforms allow corporations to draw attention to polarizing environmental issues while protecting stakeholder relationships and brand reputation.     

How to Discredit a Social Movement: Negative Framing of “Idle No More” in Canadian Print Media

The Idle No More (INM) movement entered public view in November 2012 as a grassroots response to Canadian federal legislation Bill C-45, an omnibus bill that reduced environmental protection of lands and waters. Backed by new media technologies, Indigenous activists and their Settler Canadian allies took a series of online and offline actions to bring public attention to Bill C-45’s devastating implications and the socio-economic sufferings of Indigenous people across Canada. This explorative study examines how INM was reported by nine Canadian print media during its initial upsurge from December 2012 to January 2013. A mixed-methods content analysis reveals that although there were numerous supportive voices discussing INM’s contributions to Indigenous self-determination and environmental protection, they were overwhelmed by anti-INM rhetoric advanced by Postmedia Network and its affiliated titles. The study thus highlights the importance of promoting communication and media alternatives for future struggles against capitalism’s appropriation of nature.     

In Flanders Fields: De/politicization and Democratic Debate on a GM Potato Field Trial Controversy in News Media

In May 2011, a highly mediatized direct action in the form of a “field liberation” took place in Flanders, Belgium, against a field trial of genetically modified potatoes. This direct action and its aftermath revealed the conflictual and antagonistic nature of the genetically modified organisms debate in Flanders. Consequently, it serves as a particularly suitable case to investigate the post-political thesis with regard to environmental discourse and politics. The aim of this paper is to investigate in what ways news media in their reporting contribute to processes of depoliticization and, resultantly, impede a democratic debate on the issues at stake. This paper attempts to provide an answer to this question based on a critical discourse analysis of the reporting by Flanders’ two generalist, elite newspapers, De Standaard and De Morgen and the alternative online news site DeWereldMorgen. The findings reveal the existence of three ideological cultures, which are characterized by different degrees of de/politicization. We conclude by discussing how this study adds to our understanding of the relation between the depoliticization of environmental discourse, democratic debate and twenty-first-century news media.     

No Meat,Less Meat,or Better Meat: Understanding NGO Messaging Choices Intended to Alter Meat Consumption in Light of Climate Change

This paper examines the factors shaping non-governmental organization (NGO) messaging decisions on how meat consumption should be altered in light of climate change. In particular, we sought to understand the relative absence of messages promoting meat-free diets and the decision of some NGOs to pair meat reduction messages with messages encouraging consumers to switch to meat from ruminant grass-fed animals. Interviews were conducted with 27 staff members from environmental, food-focused, and animal protection NGOs from the USA, Canada, and Sweden. While strategic considerations consistently led to the use of modest messages for meat reduction, NGO missions were also key to shaping the specifics of messaging goals. The relatively low personal comfort levels that some NGO staffers held toward meat-free diets also led to the use of more modest requests for meat reduction. Findings highlight the complex nature of the factors underlying the environmental communication messages of NGOs.     

Exploring relationships of environmental attitudes,behaviors, and sociodemographic indicators to aspects of discourses: analyses of International Social Survey Programme data in the Philippines

Data from the International Social Survey Programme 2000 and 2010 environment modules were analyzed to explore the relationships between attitudes, behavior, and sociodemographic variables to citizens’ preferences to aspects of environmental discourse in the Philippines. Overall, significantly more people agree to multilateralism, equity, and the link between the environment and economic progress in 2010 as compared to 2000. A series of multinomial logistic regressions were conducted to determine significant predictors to peoples’ disposition to variables related to three overarching environmental discourses. After controlling for other covariates, the study found that the more the Filipinos adhere to statements toward science and nature that are negatively connoted: the more likely they are to agree to international multilateral commitments and ascribe to equity for poorer countries in environmental efforts; and less likely to disagree to the aspects of multilateralism, equity, and the link between the environment and economic progress. Furthermore, the results showed that demographics and civic participations generally did not have a statistically significant impact on Filipino’s agreement or disagreement to environmental discourses. The paper then discusses the implications of the findings and conclusions of the study.     

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.     

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.     

Economics-Oriented Discourse Strategies in Environmental Advocacy

Scholars and practitioners are engaging in a fierce debate over the implications of using market-based discourse in communicating environmental problems and solutions. However, there has been less attention to exactly who is using such economic discourse and how it is combined with other discourses. Prior researchers have proposed tripartite frameworks for categorizing discursive strategies around pro-economic, anti-economic, and non-economic metaphors, which are here applied to eight U.S. environmental advocacy organizations’ press releases. An original text-analytic dictionary of pro-economic, anti-economic, and non-economic discourse is used to distinguish between the proposed discourse strategies. This analysis indicates that economics-oriented discourse strategies are more complex and varied than previously suggested. A more nuanced framework is proposed.     

FORUM Communicative Action in Response to a Nuclear Crisis: Representations of Fukushima across Communication Contexts

The 2011 disaster at Japan's Fukushima-Daiichi nuclear power plant poses important questions for environmental communication scholarship and practice. This forum examines questions that were emerging one month into the Fukushima crisis, when a panel examined its implications as part of North Carolina State University's second annual research symposium on Communication, Rhetoric, and Digital Media (details available at http://crdm.chass.ncsu.edu/symposium2011/). Expanding those initial analyses, we identify implications across the contexts of environmental communication, expert-public engagement, public discourses of nuclear energy, uses of new media, risk and crisis communication, and organizational and institutional communication. The first essay (Kinsella) addresses some implications of Fukushima from the perspectives of constitutive communication theory, risk analysis, and risk communication. The second essay (Ionescu) examines an effort to foster dialog between technical experts and a concerned public audience, made by a nuclear energy institute in Germany. The third essay (Binder) explores uses of Twitter by people in the USA as a tool for following the rapidly evolving events at Fukushima. The final essay (Kittle Autry and Kelly) analyzes public discourse surrounding a proposed merger of two US energy companies with substantial nuclear operations, before and after the onset of the Fukushima disaster.     

Integrating Media Studies of Climate Change into Transdisciplinary Research: Which Direction Should We Be Heading?

Research in the area of media coverage on climate change communication represents one of the most prolific areas of inquiry within communication and mass communication studies. This body of literature, which ranges from empirical to critical studies, continues to expand. Much research has focused on representations of climate change causes, effects, and human actions, while some has assessed the impacts of these representations. What is broadly missing from this literature, however, is a discussion of how we might integrate media analysis into transdisciplinary collaborative research aimed at creating solutions to the social, environmental, and economic issues intertwined with climate change. Given the magnitude of problems the society and science are currently grasping with, it behooves us to understand how media studies can contribute most effectively to characterizing and solving problems. We maintain that the move toward integrating media studies into transdisciplinary collaborative research marks an essential transition for environmental communication in general, but climate change communication in particular, given the urgency and magnitude of creating meaningful adaptation and mitigation strategies to address this pressing, complex challenge. Drawing on our work as part of a large transdisciplinary sustainability science team, we provide a case study for understanding what collaborations are key to moving media studies into a transdisciplinary context and the key opportunities and barriers that come along with that move. We argue that media studies must increasingly engage directly in collaboration with other researchers, stakeholders, and communities to serve on-the-ground decision-making and enhance society's ability to take action.     

Making Progress? Reproducing Hegemony Through Discourses of “Sustainable Development” in the Australian News Media

While numerous studies have investigated discourses of “sustainable development” in a variety of institutional and academic contexts, media discourses on this issue have remained largely unexamined. But considering the intertwined nature of media and society, the construction of sustainable development in the news may be an important factor shaping future ecological and social outcomes. Proceeding from the thesis that the news is a site in which hegemony may be reproduced, this paper critically analyses discourses used to construct sustainable development in news texts published over the 10-year period 2004–2013 across the eight most widely circulated newspapers in Australia. The findings show that sustainable development news is confined to a narrow range of discourses that largely serve to perpetuate the status quo, which is broadly consistent with the media hegemony thesis. Finally, I discuss the implications of these findings, propose possible explanations, and explore avenues for future research.     

“Stop Blaming the Cows!”: How Livestock Production is Legitimized in Everyday Discourse on Facebook

In 2016, Swedish climate reporting declined in quantity and shifted focus somewhat from climate change as such to the harmful climate impacts of meat consumption. The latter prompted discussions in social media—an increasingly important forum for public debate but infrequently studied in environmental communication research. Despite strong evidence that a meat and dairy-based diet is harmful for the environment, meat consumption is increasing, and this qualitative study aims to—through the lens of social representation theory—contribute knowledge about how livestock production is legitimized in everyday discourse on Facebook. The article identifies representations that legitimize livestock production through polarization between (1) livestock production and other (environmental) issues, (2) environmentally “good” and “bad” countries, and (3) “reliable” and “unreliable” information. It concludes by discussing the influence of national ideology on the legitimization of livestock production and the potential of social media to counter the post-politicization of environmental issues.     

Three Dimensions of Social Media Messaging Success by Environmental NGOs

Studies show that NGOs persist in using social media to impart unidirectional messages rather than taking advantage of the participatory nature of networked media. Fear of a loss of message control may be at the heart of NGOs’ desire to keep social media messages on track. The current study examines the success of an environmental NGO in keeping its social media messages under control using quantitative content analysis of an NGO-promoted hashtag, #climatemarch, during a United Nations conference on climate change in 2015. Three dimensions of social media message success – volume, topic/valence, and participants – are proposed.     

Baudrillard and Our Destiny with the Natural World: Fatal Strategies for Environmental Communication

Drawing on the writings of Jean Baudrillard, the purpose of this essay is to suggest a set of communication practices that promote a different way of thinking about the earth–human relationship. Baudrillard's “fatal strategies” are developed into concepts of intersubjectivity, seduction, and sorcery, which when used in conjunction with more traditional, logical rhetorical appeals, can produce powerful appeals for environmental change. To illustrate, we explore how these strategies are used in two exemplars of environmental discourse: Rachel Carson's Silent Spring and Al Gore's documentary, An Inconvenient Truth.     

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.