Julia Doyle ’ s 2007 study of Greenpeace ’ s climate change imagery showed that Greenpeace often depicted the visual effects of climate change as a way of “ bearing witness ” to environmental damage ( Doyle , 2007 , p . 131 ). O ’ Neill et al ( 2013 , p . 416-419 ) found that while images of climate impacts ( such as cracked earth and aerial views of floods ) made people feel that climate change was important , it also undermined feelings of self-efficacy . Such images made people feel as if irreparable damage had been done , leaving them feeling hopeless and not able to make a difference . These feelings are exactly what this Greenpeace report want to avoid . The ideological function of their images , and the report as a whole , is to promote self-efficacy , demand Government action and inspire people to play their part in tackling climate change . Showing the beauty and potential of nature , rather than the destruction of it , keeps this ideological function intact .
Government leadership and responsibility in ensuring fair and deliverable low-carbon transition For the final part of Greenpeace ’ s roadmap they call for “ UK Government leadership and responsibility in ensuring a fair and deliverable low-carbon transition ” ( Greenpeace UK , 2019 , p . 23 ). Greenpeace claim that a transition to a low carbon future requires a “ proactive and wellfunded strategy , led by Government , working in collaboration with empowered local authorities , unions and other relevant stakeholders , so that a green transformation is also one in which UK communities feel engaged and can flourish .” ( Greenpeace UK , 2019 , p . 23 ).
Greenpeace then go onto outline how the Government can achieve this transition , listing the different responsibilities for international affairs , UK communities and local authorities . They also include a photograph taken by Dave Fuller which depicts a group of nine people of different ages , races and backgrounds . They are posing together for a group photo , on top of a building which has solar panels installed . Further research revealed that Dave Fuller is the programme manager for Repowering London , a non-profit organisation that help develop and manage community and renewable energy projects ( Anon ., 2021 ). The people featured in the photo are likely to be members of the local community that have volunteered to do some work for Repowering . The photo is a wide shot , we can see the group ’ s full bodies and their surroundings ; the solar panels , the rooftop and some of the skyline in the background . It is important to acknowledge that the subjects are looking directly at the camera , this is known as a “ demand image ” ( Kress and van Leeuwen , 1996 , pp . 127-128 ). In demand images , participants directly address viewers , creating a symbolic interaction and demanding a response ( Kress & van Leeuwen , 1996 , pp . 127-128 ).
Once again , the ideological function of this image is to promote self-efficacy . Greenpeace want readers to feel as if they can do something about climate change , just like the group in this photo are doing . Furthermore , images of solar panels have been shown to stimulate feelings of selfefficacy ( O ' Neill , et al ., 2013 , pp . 418-421 ). O ’ Neill et al ’ s study also found that images of identifiable people , such as leaders or celebrities , ranked as the least salient images . Participants commented on how “ they saw little connection between the political leaders ” and “ public figures pictured and climate change ” and they felt a “ lack
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