negative effects of inaction or the continued use of harmful products ( Seelig , 2015 ). However , this publication ’ s visuals omit these traditional images , favouring illustrations displaying the better future sustainability / renewable energy provides . This deviation is effective because it grounds the images in a reality that decision makers can relate to , rather than showing remote effects of climate change , such as melting ice caps which you wouldn ’ t find in the UK ( Shih and Lin , 2017 ). Instead , images of residential streets , black cabs and native natural areas are shown to create resonance , stimulating a desire to intervene . The images are not overly complicated instead highlight key icons to focus / simplify the message .
The images also demonstrate environmental campaigning trends , by deviating from negative campaigning and towards solution-oriented framing of environmental issues , promoting sustainable growth / solutions using new technology and cooperative activities ( Eden , 2004 ). Doyle predicted this shift , asserting that Greenpeace was moving towards hopeful narratives , rather than placing excessive reliance on negative imagery , which limited environmental communication by placing disproportionate value on negative visuals ( 2007 ). This Greenpeace publication exemplifies her view , that with science becoming more accepted , the frames have shifted to positive persuasion or ‘ optimism ’ ( Greenpeace , 2019 : p . 1 ), rather than visualising catastrophe .
Although this may be successful for Greenpeace , recent research suggests that justice framing , which draws attention to loss and damage caused by climate change , remains the most effective tool in influencing political actors ( Allan and Hadden , 2017 ). However , as devastation imagery is often only effective on those already receptive to the message ( Seelig , 2015 ) and since
Greenpeace are attempting to convince the unreceptive , they are most likely correct in utilising positive imagery to influence decision makers . Furthermore , justice / fear frames often omit suggested action , thus limiting the motivational potential of the message ( Shih and Lin , 2017 ).
Greenpeace visually frames their roadmap as a positive and acceptable solution for UK Governments by using themes of natural beauty , community , and aspiration through the positive portrayals of renewable resources . They emphasise this message by creating a call to action through activity found in the images and visually signposting their desired response . Critical analysis of Greenpeace ’ s publication has revealed that these images have been selected to increase the success of the publication by limiting the use of disaster imagery and instead highlighting potential positive outcomes of the roadmap . The visual frames in this report therefore fit into the wider context of environmental communication by shifting away from negative depictions of the climate crisis and towards solutions-oriented framing .
BIBLIOGRAPHY : Allan , J . I & Hadden , J ( 2017 ) ‘ Exploring the framing power of NGOs in global climate politics ’, Environmental Politics , ( 26 ) 4 , pp . 600-620 , DOI :
10.1080 / 09644016.2017.1319017
Densham , A ( 2020 ) ‘ Government commits to powering the UK with offshore wind energy ’.
Doyle , J ( 2007 ) ‘ Picturing the Clima ( c ) tic : Greenpeace and the Representational Politics of Climate Change Communication ’, Science as Culture , ( 16 ) 2 , pp . 129-150 ,
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