welcoming embrace , urging the audience to join them on this sustainable journey .
The ideological impact of these visuals is to suggest that through community action alternative energy solutions can be widely implemented . Their diversity suggests that access to these solutions is not restricted to certain groups . The image also connotes unity through a common goal ( solar panels / sustainable development ), as working together to achieve this has brought them together . Additionally , the urban setting suggests that solar power is not just restricted to large-scale use in fields , but in tighter / residential settings also . Ultimately , the dominant ideology here is that renewable energy is a social unifier and of benefit to community cohesion . This contributes to wider discourse by suggesting that renewables are a positive and we should take action to install them more widely within local communities .
Figure 8
The theme of community can also be felt in fig . 8 . The image shows an electric bus travelling through a residential area . The bus utilises green and images of sprouting plants to represent its pro-environmental approach . Additionally , the bus ’ s colour is highlighted against the less vibrant background drawing audience ’ s attention . The bus also has large text reading ‘ 100 % electric , zero emissions ’ on the back , thereby using a multi-modal system to emphasise the sustainable message .
The bus helps create an idea of community as buses represent community transport , linking people and places that might not otherwise be accessible , as well as through the fact that it can serve and benefit many people . Furthermore , the estate represents home and the unextraordinary , thus the Envirobus ’ s placement in the location shows the use of sustainable technology in the common place and accepted as the norm . By using this image , Greenpeace is advocating for the mainstream use of green energy in fuelling community transport . By setting it in a residential area it signifies the benefits to the everyman , thus encouraging the adoption of green-energy vehicles . Furthermore , the use of a residential street increases the likelihood of governmental intervention by framing the solution as a local , as opposed to global , issue which has been shown to improve both efficacy and salience ( Shih and Lin , 2017 ). As a result , the image visually frames alternative fuels as positive to communities . Moreover , as this is a NottsBus ( Nottingham County Council , 2021 ), a transport service run by the county council , the image represents a clear and direct intervention that local / national government can introduce .
Greenpeace therefore utilise strategic framing in this publication to increase their influence on decision makers , as how issues are presented can affect the likelihood of positive governmental outcomes ( Allan and Hadden , 2017 ); especially as simply identifying the issue is often not enough to ensure action is taken ( Doyle , 2007 ). The themes exhibited in the publication demonstrate this by focusing on solutionframing images . This is interesting because traditionally environmental images show the devastation of climate change , through the
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