How Does Greenpeace UK Visually Frame Their Message ( s ) in their Publication ' How Government Should Address the Climate Crisis '?
ELIANE WRIGHT
In 2019 , Greenpeace UK published ‘ How Government should Address the Climate Crisis .’ Greenpeace is an international environmental rights organisation , describing themselves as a " movement of people who are passionate about defending the natural world from destruction " aiming to create a " greener , healthier and more peaceful planet " ( Greenpeace , 2021 ).
One way Greenpeace aims to bring about change is lobbying governments to enact preventative and restorative measures in legislation ( Greenpeace , 2019 ). The publication ’ s function is therefore to inform and persuade government of practical measures that can limit the effects of climate change on the environment , illustrating what Greenpeace considers the " immediate action " required by government to " help limit global warming " ( Greenpeace , 2019 : p . 3 ). These actions include " Triple Renewable Power from Wind and Solar " and " Restore Nature to Boost Carbon Storage " ( Greenpeace , 2019 : pp . 4-19 ).
This report ’ s purpose is to qualitatively analyse the themes and visual frames contained in the publication ’ s 11 accompanying images . This is achieved by analysing the images using Rodriguez and Dimitrova ’ s 4 step framework ( 2011 ), considering the denotations , connotations , and ideological inferences ; and then categorising the frames by theme .
Figure 1
The aestheticisation of sustainability is one method Greenpeace use to visually frame their messages ( Doyle , 2007 ). For example , fig . 1 is used to advocate for the adoption of offshore wind turbines by romantically representing the turbines already in use . The photograph uses colour / light to create a sense of serenity , through blue tones , connoting calmness ; and muted lighting which contributes to the hazy , almost dreamlike atmosphere . Furthermore , the image ' s saturation blends the pale turbines into the background , so despite the presence of large man-made objects in the natural environment , visual disruption is minimised . Greenpeace uses this romantic frame of turbines as clean , unoffensive , alternatives to traditional power sources , to establish a favourable view of
SCHOOL OF THE ARTS 2021 / 2022
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