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.     

Rhetorical Recommendations Built on Ecological Experience: A Reassessment of the Challenge of Environmental Communication

This article reconsiders the challenge of environmental communication by inquiring into the fundamental rhetorical difficulty of thinking in terms of ecology. We discuss two essential yet bewildering aspects of ecology: its focus on interconnection and its use of multiple scales. On this basis, we distil six rhetorical recommendations: a shift from appealing to pre-existing values to avenues for transforming values; a shift from arguments from authority to addressing legitimate resistances; a shift from a focus on mutual agreement to a mutual bewilderment; a shift from intellectual comprehension to personal experience; a shift from negative effects to positive connections; and, finally, a shift from a focus on political results to local transformations. We experiment with this rhetorical approach through two applications: for critical reassessments of past articulations we consider the Gaia Hypothesis and Deep Ecology, and for current refinements to environmental problems we consider controversies around Marcellus Shale gas development     

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.     

“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.     

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.     

Earth-a-lujah!: The Prophetic Environmental Discourse of Reverend Billy

Although rhetorical scholars often examine forms of prophetic discourse, such efforts have primarily focused on the jeremiad or similar rhetorical forms that place emphasis on exhorting the people to return to following the covenant or face negative consequences. However, such messages do not represent the breadth of rhetorical techniques utilized by the biblical prophets. Thus, this study will suggest a new genre of prophetic discourse that activist and performance artist Reverend Billy embodies in his environmental critique of JP Morgan Chase. Implications from this analysis concern both the importance of identifying and understanding this rhetorical form of the “imaginative prophet” and how Reverend Billy uses this approach to advance his view of environmental agenda.     

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.     

Culture,Progress and the Media: The Shad as Synecdoche in Environmental News Coverage

This essay examined the use of synecdoche in newspaper coverage of a dispute over water rights between the Mattaponi Indians and the city of Newport News, Virginia. The Mattaponi used the shad as a rhetorical trope to explain the tribe's relationship to the river and their fears about the reservoir's impact. The reservoir proponents, however, treated the shad as a representation of the conflict surrounding the reservoir, and this construction was reflected in articles that appeared in The Daily Press, a local daily newspaper. This essay argued that, ultimately, the treatment of a single species as a synecdoche in environmental disputes undermined the Mattaponi's position. The media which are instrumental in defining environmental issues for the public, misinterpreted a rhetorical trope that was proffered as a representation for a complex set of values and instead focused attention on the species itself rather than the values that it represented.     

Climate in the News: How Differences in Media Discourse Between the US and UK Reflect National Priorities

Studies dealing with media coverage of climate change have increased steadily over the last decade or so, alongside the media coverage of climate change itself. This article aims to contribute to this growing literature on two levels: to deepen understanding of distinctive patterns of language use across nations speaking a common language and to demonstrate the usefulness of a new approach for finding such patterns. Articles in The (London) Times and the New York Times, published between 2000 and 2009, were analyzed using methods related to computational linguistics. Results show that the US seemingly still constructs climate change as a problem, whereas the UK focuses on finding solutions for the (established) problem of climate change. This linguistic and conceptual gap may hamper mutual understanding and the crafting of global climate change mitigation policies.     

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.     

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.     

基于新环保法解读的长江经济带开发环保法制探析

长江经济带近年来上升为新一轮的国家战略,然而区域内生态环境面临严峻压力,生态环境保护关系到其有序开发与可持续发展。新环保法的出台与实施为长江经济带开发过程中生态环境保护工作提供了有力的制度保障。从生态环境退化、物种持续减少、环境事故高发等7个方面剖析了我国生态环境问题的趋向,并从明确政府环境责任、解决违法成本低等5个方面对新环保法展开解读,然后基于综合规划、合理布局、严守红线、优化技术、地方立法、依法行政、降低风险、公开信息与共同参与等9个方面对长江经济带的环保执法进行探讨,以期为新时期长江经济带开发法制建设提供参考。     

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.     

Effect of working time on environmental pressures: empirical evidence from EU-15, 1970–2010

There is growing interest in the correlation between working time and environmental pressures, but prior empirical studies mostly focused on static methodologies. This article used dynamic panel regression approaches to examine and compare the relationship among western, southern, and northern European countries over the period 1970–2010, and proved the existence of strongly significant relationships in all models. Furthermore, this article detected the relationship between working hours and environmental indicators (carbon emission and energy use) at different phases. We contribute to a further understanding of the environmental effects of the working time reduction policy by comparing the differences among various periods and country groups in a system generalized method of moments (GMM) dynamic framework.     

The Moral Appeal of Environmental Discourses: The Implication of Ethical Rhetorics

Environmental sustainability demands civic action through both changes in individual and community behaviors in addition to national and international agreements and cooperation. In moral appeals to the environment, individuals are often called upon to behave in “good” ways—reduce, reuse, recycle—to “save the planet.” Behavior, and our attitudes about it, is therefore an important component to ongoing sustainability efforts. This pilot study, conducted in Fall 2009, brings together research methods in sociolinguistics and rhetorical studies to examine the discourses that students produce when describing issues and practices concerning sustainability. In interviews with 15 students in an earth sustainability general education core, our study found that students were knowledgeable about environmental issues and expressed intentions to engage in sustainable behaviors. Yet, students produced accommodating discourses when addressing competing demands on their time and resources. The sociolinguistic analysis of interview data shows a disassociation from environmental issues at the symbolic level of language use. The rhetorical analysis shows that this disassociation manifests as guilt, largely because when choosing between various moral appeals in their social context, students are left without tangible direction for engaging in new sustainable behaviors.     

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.     

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.     

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.     

“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.     

Dynamic Discourse Coalitions on hydro-fracking in Europe and the United States

ABSTRACT

Hydraulic fracturing for shale gas is a controversial issue in most countries. In these controversies, actors use discursive boundary work to convince various audiences of their position. Discursive boundary work is a communicative strategy that involves the framing of facts in contrast to other kinds of arguments. In this article we develop the Dynamic Discourse Coalition (DDC) approach to study how discourse coalitions deploy discursive boundary work to confirm, integrate, polarize or disintegrate their own and opposing discourse coalitions. The DDC approach enables a deeper understanding of the dynamics of controversies about hydraulic fracturing and similar contested technologies by illuminating the influence of communicative processes on policy formation. Based on an analysis of policy documents, academic reports, newspapers, interviews and websites we compare the dynamics of contesting discourse coalitions in the Netherlands and New York. This analysis explains why policy formed in different ways in the cases, despite the apparent similarity of the discourse coalitions that emerged in the respective controversies.