Public Discourse and the Rhetorical Construction of the Technospecter

Modern technological disasters and their human and environmental consequences often defy the imagination in their immensity and complexity. As such, their rhetorical constructions often lack tangibility and a sense of material reality for those not directly involved. These amorphous constructions are consolidated into a view of technological disaster and threats of disaster in which the rhetorical dimensions are analogous to those of ghosts portrayed in popular literature and film—a view the author terms the “technospecter.” Drawing on the public discourse surrounding a tragic pipeline explosion near Carlsbad, New Mexico, this study identifies the rhetorical dimensions of the technospecter and discusses how the construction of the specter reinforces the meta-narratives that constrain pro-environmental action.     

The Circulation of Climate Change Denial Online: Rhetorical and Networking Strategies on Facebook

This study uses a topical, rhetorical approach to analyze how climate change denial circulates online through the 25 most popular posts on the Watts Up With That and the Global Warming Policy Forum Facebook pages. These groups adopt the appearance of credibility through reposting and hyperlinking, thus establishing a supportive, networked space among other skeptical sites, while distancing readers from original sources of scientific information. Visitors use a variety of rhetorical strategies to echo posts’ main themes and to discredit alternative viewpoints. Differences between the topoi and rhetorical strategies of WUWT and the GWPF show that the climate change denial community is multifaceted and makes use of social media affordances to craft the appearance of legitimacy. This project contributes to our knowledge of how scientific information is co-opted, manipulated, and circulated in online spaces and how online features shape environmental discourse practices.     

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.     

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.     

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.     

Nature Articulations in Norwegian Advertising Discourse: A Depoliticized Discourse of Climate Change

This article deals with how nature is articulated in public discourse and more specifically how humans’ relationship to nature is constructed via such articulations. Based on critical cultural analyses of ads presented in a Norwegian context, the article claims articulations of nature serve to a depoliticization of nature, which silence social differences and reduce environmental politics to individual moral action. Several rhetorical patterns of particular relevance to the articulation of nature are discussed, pointing out how disparate, sometimes conflicting, understandings of nature are rhetorically configured and aligned in ways that benefit a global market economy. There is a discursive distancing of nature and everyday life, even as nature remains valorized and very much central to national identity. This constrains citizens’ political engagement and undermines understandings of how to govern nature.     

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.     

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.     

“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.     

Whose Discourse Is It Anyway? Understanding Resistance through the Rise of “Barstool Biology” in Nature Conservation

This study examines what happens when contentious lay citizens harness the technical-ecological repertoire of experts as means of challenging nature conservation policy. The causes, manifestations, and implications of this phenomenon are elucidated through a critical discourse analysis. The case study is based on the wolf reintroduction project in Europe, with particular focus on Sweden, using illegal hunting discussions as a point of entry within the hunting community. It reveals the deployment of three topoi, which are defined as stock arguments situated within a discourse. Analysis shows how while some topoi often incur short-term gains in the debate because of their scientific guise, they are fundamentally relegated as folk science (or “barstool biology”) by government experts and, in some cases, contribute to the further marginalization of other knowledges. Acquiescence to this discourse is shown to greatly impede the debate. Finally, the study shows how lack of trust in the public dialog, which hunters openly recognize to be colonized by ecological expertise, results in increasingly noncommunicative forms of resistance toward policy.     

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.     

Prolepsis and the Environmental Rhetoric of Congressional Politics: Defeating the Climate Stewardship Act of 2003

As a device of argumentative anticipation, prolepsis use generally is considered a positive rhetorical strategy. Turning to the Climate Stewardship Act (CSA) of 2003, this article contributes to our understanding of environmental communication, political argumentation, and rhetorical theory by examining how proleptic miscalculation can actually produce devastating consequences against one's cause when used as a source of invention. Proponents of the CSA relied on creating proleptic arguments grounded in a scientific understanding of climate change to such an extent that they mistakenly downplayed the economic arguments against the Act. This orchestrated miscalculation was encouraged and strengthened by key US senators. This article concludes by discussing contributions to scholarly understanding of prolepsis use in public policymaking and offers practical suggestions for improving communication in future considerations of environmental legislation.     

Expectations,Experiences, and Memories: Ecotourism and the Possibilities for Transformations

This essay explores how ecotourism destinations and media materials rhetorically construct ecotourists’ anticipations, experiences, and memories through ethnographic and rhetorical analyses. Using theory related to phenomenology, this study examines how expectations are formed through rhetorical tropes such as the sublime, the exotic, and the dangerous adventure. In turn, these expectations direct attentions towards specific experiences and memories. However, because ecotourism activities become critical experiences with other natural and social worlds that supersede everyday practices, these events have the potential to foster critical awareness of self, other, the natural world, and practices related to traveling, shaping the environmental self and identity.     

Renewable energy in Australia: a wider policy discourse

ABSTRACT

This paper assesses the evolution of generation technology-mix in Australia, with specific emphasis on understanding how such evolution has been shaped by wider political and socio-economic influences. This assessment is predicated on the argument that the contemporary, quintessentially techno-economic, policy discourse on renewable energy is deficient, as it ignores climacteric political and socio-economic influences on generation technology-mix. The methodological framework employed in this paper is informed by the core tenets of technological change theory. The assessment suggests that generation technology-mix in Australia has historically been overwhelmingly influenced by the underlying technological paradigm of the electricity industry; and that this technological paradigm essentially draws its imprimatur from the wider political and socio-economic contexts. By implication, it suggests that a rapid uptake of renewables will have widespread ramifications, extending into political, socio-economic and cultural realms of a society. Clearly, existing policy discourse – that tends to focus on technical potentials, cost competitiveness, externalities and risks of various renewable technologies – is deficient. A much broader discourse is needed. This paper also made an attempt to develop a basis for such a discourse by reviewing broader aspects of the Australian society that would be affected by a rapid uptake of renewables.     

Nature,Crisis, Risk,Science, and Society: What is Our Ethical Responsibility?

In his keynote address, Robert Cox raised key questions, many of which force us to consider the larger question of the role of academics in society. The authors respond by suggesting that environmental communication, like other communication studies, is inherently normative and that environmental communication scholarship is closely aligned to risk as a centerpiece to crisis analysis. The authors discuss the productive connections among science, communication and sound public policy that make society more fully functional, including the formation of effective public policy through science that is normative while seeking objectivity, evaluating and symbolizing motives in discourse, acknowledging uncertainty and acceptable uncertainty, and that material and symbolic dimensions of the environment are interdependent. Thus, such studies focus on the ethics of environment and must balance sound science and cultural considerations.     

Environmental Comedy: No Impact Man and the Performance of Green Identity

“No Impact Man” (NIM) Colin Beavan attracted international media attention and a good deal of criticism for his year-long experiment attempting to live making zero net impact on the environment. Whereas Beavan's critics dismissed the project as a mere publicity stunt, this essay reads the NIM blog, book, and documentary film as a compelling performance of green identity in the comic frame. This performance—which links private consumption to ecology and community, and emphasizes flaws, foibles, humor and humility—offers an appealing invitation to engage in both individual and collective action. I argue that comedy is a useful rhetorical tool for addressing global warming, as it enables us to see ourselves not as helpless victims in a tragic doomsday scenario, but as imperfect actors who are both guilty contributors to the problem and agents responsible for its amelioration.