'Your light switch is your vote'
Mediating discourse and participation in the ‘Vote Earth’ campaign to foster awareness of anthropogenic climate change
DOI:
https://doi.org/10.1558/japl.v6i3.303Keywords:
mediated discourse, Vote Earth, climate change, YouTube, global media event, climate publicAbstract
This paper applies some of the major concepts and methods that Ron Scollon developed in order to analyse how discourses of environmental citizenship, sustainability and climate change are mediated in a global media event. ‘Earth Hour’ began in 2007 in Sydney, Australia, and in 2009 it was proclaimed a successful global event. The event focused primarily on citizen awareness, participation and solidarity in mitigating climate change. In its sister campaign (‘Vote Earth’), the discourse of representative democracy was deployed to constitute an imaginary global electorate. The paper focuses on the analysis of: (a) the intense drive to visualize and spectacularize (mediational means) the simple act of switching off the lights and the consequences of such an act; (b) the massive infrastructure of discourse to synchronize the collective performance of a global ‘climate public’; (c) the discursive ‘memory work’ to archive and memorialize the hour, e.g. on YouTube; (d) the attempt to inculcate a ‘global citizen’ who is concerned with the environment/climate and whose anticipatory mediated actions in relation to it are prefigured by the event; and (e) the resistance to the circulation of this new mediated discourse.
References
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DeLuca, K. M. (1999) Image Politics: The New Rhetoric of Enviromental Activism. New York: Guilford Press.
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Dobson, A. and Bell, D. (eds) (2005) Environmental Citizenship: Getting from Here to There. Boston, MA: MIT Press.
Doyle, J. (2007) Picturing the clima(c)tic: Greenpeace and the representational politics of climate change communication. Science as Culture 16 (2): 129–150. doi:10.1080/09505430701368938
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Gehl, R. (2009) YouTube as archive: Who will curate this digital wunderkammer? International Journal of Cultural Studies 12 (1): 43–60. doi:10.1177/1367877908098854
Halavais, A. (2009) Search Engine Society. Cambridge: Polity Press.
Hansen, A. and Machin, D. (2008) Visually branding the environment: Climate change as a marketing opportunity. Discourse Studies 10 (6): 777–794. doi:10.1177/1461445608098200
Harley, D. and Fitzpatrick, G. (2009a) Creating a conversational context through video blogging: The case of Geriatric1927. Computers in Human Behavior 25 (3): 679–689. doi:10.1016/j.chb.2008.08.011
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Hilderbrand, L. (2007) YouTube: Where cultural memory and copyright converge. Film Quarterly 61 (1): 48–57. doi:10.1525/fq.2007.61.1.48
Hulme, M. (2008) The conquering of climate: Discourses of fear and their dissolution. Geographical Journal 174 (1): 5–16. doi:10.1111/j.1475-4959.2008.00266.x
Jagers, S. C. (2009) In search of the ecological citizen. Environmental Politics 18 (1): 18–36. doi:10.1080/09644010802624751
Jarrett, K. (2008) ‘Beyond Broadcast Yourself™’: The future of YouTube. Media International Australia 126: 132–244.
Killingsworth, M. J. and Palmer, J. S. (1996) Millennial ecology: The apocalyptic narrative from Silent Spring to Global Warming. In C. G. Herndl and S. C. Brown (eds) Green Culture: Environmental Rhetoric in Contemporary America, 21–45.
Madison, WI: University of Wisconsin Press. Kress, G. and Leeuwen, T. (2006) Reading Images: The Grammar of Visual Design (2nd edition). London: Routledge.
Lange, P. G. (2007a) Publicly private and privately public: Social networking on YouTube. Journal of Computer-Mediated Communication 13 (1). Retrieved on 1.12, 2009, from http://jcmc.indiana.edu/vol13/issue1/lange.html.
Lange, P. G. (2007b) The vulnerable video blogger: Promoting social change through intimacy. The Scholar and Feminist Online 5. Retrieved on 1.12, 2009, from http://www. barnard.edu/sfonline/blogs/printpla.htm.
Latour, B. (2004) Whose cosmos, which cosmopolitics? Comments on the peace terms of Ulrich Beck. Common Knowledge 10 (3): 450–462. doi:10.1215/0961754X-10-3-450
Latour, B. (2005a) From realpolitik to dingpolitik or how to make things public. In B. Latour and P. Weibel (eds) Making Things Public: Atmospheres of Democracy, 4–31. Cambridge, MA: The MIT Press.
Latour, B. (2005b) Reassembling the Social: An Introduction to Actor-Network-Theory. Oxford: Oxford University Press.
Latour, B. and Sánchez-Criado, T. (2007) Making the ‘res public’. Ephemera: Theory & Politics in Organization 7: 364–371.
Latour, B. and Weibel, P. (eds) (2005) Making Things Public: Atmospheres of Democracy. Cambridge, MA: The MIT Press.
Lewis, T. (2008) Transforming citizens? Green politics and ethical consumption on lifestyle television. Continuum 22 (2): 227–240. doi:10.1080/10304310701864394
Livingstone, S. (ed.), (2005) Audiences and Publics: When Cultural Engagement Matters for the Public Sphere. Bristol: Intellect.
Marres, N. (2007) Dilemmas of home improvement: Can clean energy technology mediate civic involvement in climate change? In M. Feher (ed.), Nongovernmental Politics, 368– 385. New York: Zone Books.
Marres, N. (2008) The making of climate publics: Eco-homes as material devices of publicity. Distinktion: Scandinavian Journal of Social Theory 16: 27–46.
Marres, N. (2009) Testing powers of engagement: Green living experiments, the ontological turn and the undoability of involvement. European Journal of Social Theory 12 (1): 117– 133. doi:10.1177/1368431008099647
Myers, G. (2010) The Discourse of Blogs and Wikis. London: Continuum.
Risbey, J. S. (2008) The new climate discourse: Alarmist or alarming? Global Environmental Change 18 (1): 26–37. doi:10.1016/j.gloenvcha.2007.06.003
Russill, C. (2008) Tipping point forewarnings in climate change communication: Some implications of an emerging trend. Environmental Communication: A Journal of Nature and Culture 2 (2): 133–153.
Scollon, R. (1997) Handbills, tissues and condoms: A site of engagement for the construction of identity in discourse. Journal of Sociolinguistics 1 (1): 39–61. doi:10.1111/1467- 9481.00003
Scollon, R. (1999) Official and unofficial discourses of national identity: Questions raised by the case of contemporary Hong Kong. In R. Wodak and C. Ludwig (eds) Challenges in a Changing World: Issues in Critical Discourse Analysis, 21–35. Vienna, Passagen Verlag.
Scollon, R. (2001a) Action and text: Towards an integrated understanding of the place of text in social (inter)action, Mediated discourse analysis and the problems of social action. In R. Wodak and M. Meyer (eds) Methods of Critical Discourse Analysis, 139–183. London: Sage.
Scollon, R. (2001b) Mediated Discourse: The Nexus of Practice. London, Routledge.
Scollon, R. (2005) The discourses of food in the world system: Toward a nexus analysis of a world problem. Journal of Language and Politics 4 (3): 467–490. doi:10.1075/jlp.4.3.07sco
Scollon, R. (2006) Food and behavior: A Burkean motive analysis of a quasi-medical text. Text & Talk 26 (1): 105–123. doi:10.1515/TEXT.2006.005
Scollon, R. (2008a) Analyzing Public Discourse: Discourse Analysis in the Making of Public Policy. Abingdon: Routledge.
Scollon, R. (2008b) Discourse itineraries: Nine processes of resemiotisation. In V. Bhatia, J. Flowerdew and R. H. Jones (eds) Advances in Discourse Studies, 233–244. Abingdon: Routledge.
Scollon, R. (forthcoming) Geographies of Discourse.
Scollon, R., Bhatia, V., Li, D. and Yung, V. (1999) Blurred genres and fuzzy identities in Hong Kong public discourse: Foundational ethnographic issues in the study of reading. Applied Linguistics 20 (1): 22–43. doi:10.1093/applin/20.1.22
Scollon, R. and Scollon, S. W. (2003) Discourses in Place: Language in the Material World. London: Routledge. doi:10.4324/9780203422724
Scollon, R. and Scollon, S. W. (2005) Lighting the stove: Why habitus isn’t enough for critical discourse analysis. In R. Wodak and P. Chilton (eds) A New Agenda in (Critical) Discourse Analysis: Theory, Method and Interdisciplinarity, 101–117. Amsterdam: John Benjamins.
Scollon, R. and Scollon, S. W. (2006) Fast English, slow food, and intercultural exchanges: Social problems and problems for discourse analysis. In G. Cortese and A. Duszak (eds) Identity, Community, Discourse: English in Intercultural Settings, 31–47. London: Peter Lang.
Scollon, R. and Scollon, S. W. (2007) Nexus analysis: Refocusing ethnography on action. Journal of Sociolinguistics 11 (5): 608–625. doi:10.1111/j.1467-9841.2007.00342.x
Shove, E. (2003) Comfort, Cleanliness and Convenience: The Social Organization of Normality. Oxford, Berg.
Smith, M. J. and Pangsapa, P. (2008) Environment and Citizenship: Integrating Justice, Responsibility and Civic Engagement. London: Zed Books.
Snickars, P. and Vonderau, P. (eds) (2009) The YouTube Reader. Stockholm: National Library of Sweden.
Torfing, J. (1999) New Theories of Discourse: Laclau, Mouffe and Zizek. Oxford: Blackwell.
Volkmer, I. and Deffner, F. (2010) Eventspheres as discursive forms: (Re-)negotiating the ‘mediated center’ in new network cultures. In N. Couldry, A. Hepp and F. Krotz (eds) Media Events in a Global Age, 217–230. London: Routledge.
Weingart, P., Engels, A. and Pansegrau, P. (2000) Risks of communication: Discourses on climate change in science, politics, and the mass media. Public Understanding of Science 9 (3): 261–283. doi:10.1088/0963-6625/9/3/304
Asdal, K. (2008) On politics and the little tools of democracy: A down-to-earth approach. Distinktion: Scandinavian Journal of Social Theory 16: 11–26.
Barry, A. (2001) Demonstrations: Sights and sites. In A. Barry, Political Machines: Governing a Technological Society, 175–198. London: The Athlone Press.
Bayart, J.-F. (2007) Global Subjects: A Political Critique of Globalization. Cambridge: Polity Press.
Beck, U. (2009) World at Risk. Cambridge: Polity Press.
Bell, A. (1991) Hot air: Media, miscommunication and the climate change issue. In N. Coupland, H. Giles and J. M. Wiemann (eds) ‘Miscommunication’ and Problematic Talk, 259–282. London: Sage.
Bell, A. (1994) Climate of opinion: Public and media discourse on the global environment. Discourse & Society 5 (1): 33–64. doi:10.1177/0957926594005001003
Boltanski, L. (1999) Distant Suffering: Morality, Media and Politics. Cambridge: Cambridge University Press. doi:10.1017/CBO9780511489402
Bos, R. (2005) On the possibility of formless life: Agamben’s politics of the gesture. Ephemera: Theory & Poltics in Organization 5: 26–44.
Boykoff, M. T. and Boykoff, J. M. (2004) Balance as bias: Global warming and the US prestige press. Global Environmental Change 14 (2): 125–136. doi:10.1016/j. gloenvcha.2003.10.001
Boykoff, M. T. and Boykoff, J. M. (2007) Climate change and journalistic norms: A case-study of US mass-media coverage. Geoforum 38 (6): 1190–1204. doi:10.1016/j. geoforum.2007.01.008
Buckingham, D., Pini, M. and Willett, R. (2007) ‘Take back the tube!’: The discursive construction of amateur film and video making. Journal of Media Practice 8 (2): 183–201. doi:10.1386/jmpr.8.2.183_1
Burgess, J. and Green, J. (2009) YouTube: Online Video and Participatory Culture. Cambridge: Polity Press.
Buscher, M. and Urry, J. (2009) Mobile methods and the empirical. European Journal of Social Theory 12 (1): 99–116. doi:10.1177/1368431008099642
Butler, J. (1993) Bodies That Matter. London: Routledge.
Butler, J. (1999) Gender Trouble: Feminism and the Subversion of Identity (10th Anniversary Edition). London: Routledge.
Carvalho, A. (2005) Representing the politics of the greenhouse effect: Discursive strategies in the British media. Critical Discourse Studies 2 (1): 1–29. doi:10.1080/17405900500052143
Carvalho, A. (2007a) Communicating global responsibility? Discourses on climate change and citizenship. International Journal of Media and Cultural Politics 3 (2): 180–183.
Carvalho, A. (2007b) Ideological cultures and media discourses on scientific knowledge: Re-reading news on climate change. Public Understanding of Science 16 (2): 223–243.
Carvalho, A. and Burgess, J. (2005) Cultural circuits of climate change in UK broadsheet newspapers, 1985–2003. Risk Analysis 25 (6): 1457–1469. doi:10.1111/j.1539- 6924.2005.00692.x
Chouliaraki, L. (2006) The Spectatorship of Suffering. London: Sage.
Chouliaraki, L. and Fairclough, N. (1999) Discourse in Late Modernity: Rethinking Critical Discourse Analysis. Edinburgh: Edinburgh University Press.
Couldry, N., Livingstone, S. and Markham, T. (2007) Media Consumption and Public Engagement: Beyond the Presumption of Attention. Basingstoke: Palgrave Macmillan. doi:10.1057/9780230800823
Couldry, N. and McCarthy, A. (eds) (2004) Mediaspace: Place, Scale and Culture in a Media Age. London: Routledge.
della Porta, D. (2008) Eventful protest, global conflicts. Distinktion: Scandinavian Journal of Social Theory 17: 27–56.
DeLuca, K. M. (1999) Image Politics: The New Rhetoric of Enviromental Activism. New York: Guilford Press.
Derrida, J. and Stiegler, B. (2002) Echographies of Television. Cambridge: Polity Press.
Dobson, A. and Bell, D. (eds) (2005) Environmental Citizenship: Getting from Here to There. Boston, MA: MIT Press.
Doyle, J. (2007) Picturing the clima(c)tic: Greenpeace and the representational politics of climate change communication. Science as Culture 16 (2): 129–150. doi:10.1080/09505430701368938
Dyer, G. (2008) Climate Wars. Canada: Random House.
Gehl, R. (2009) YouTube as archive: Who will curate this digital wunderkammer? International Journal of Cultural Studies 12 (1): 43–60. doi:10.1177/1367877908098854
Halavais, A. (2009) Search Engine Society. Cambridge: Polity Press.
Hansen, A. and Machin, D. (2008) Visually branding the environment: Climate change as a marketing opportunity. Discourse Studies 10 (6): 777–794. doi:10.1177/1461445608098200
Harley, D. and Fitzpatrick, G. (2009a) Creating a conversational context through video blogging: The case of Geriatric1927. Computers in Human Behavior 25 (3): 679–689. doi:10.1016/j.chb.2008.08.011
Harley, D. and Fitzpatrick, G. (2009b) YouTube and intergenerational communication: The case of Geriatric1927. Universal Access in the Information Society 8 (1): 5–20. doi:10.1007/ s10209-008-0127-y
Have, P. t. (2007) Doing Conversation Analysis: A Practical Guide (2nd edition). London: Sage.
Hilderbrand, L. (2007) YouTube: Where cultural memory and copyright converge. Film Quarterly 61 (1): 48–57. doi:10.1525/fq.2007.61.1.48
Hulme, M. (2008) The conquering of climate: Discourses of fear and their dissolution. Geographical Journal 174 (1): 5–16. doi:10.1111/j.1475-4959.2008.00266.x
Jagers, S. C. (2009) In search of the ecological citizen. Environmental Politics 18 (1): 18–36. doi:10.1080/09644010802624751
Jarrett, K. (2008) ‘Beyond Broadcast Yourself™’: The future of YouTube. Media International Australia 126: 132–244.
Killingsworth, M. J. and Palmer, J. S. (1996) Millennial ecology: The apocalyptic narrative from Silent Spring to Global Warming. In C. G. Herndl and S. C. Brown (eds) Green Culture: Environmental Rhetoric in Contemporary America, 21–45.
Madison, WI: University of Wisconsin Press. Kress, G. and Leeuwen, T. (2006) Reading Images: The Grammar of Visual Design (2nd edition). London: Routledge.
Lange, P. G. (2007a) Publicly private and privately public: Social networking on YouTube. Journal of Computer-Mediated Communication 13 (1). Retrieved on 1.12, 2009, from http://jcmc.indiana.edu/vol13/issue1/lange.html.
Lange, P. G. (2007b) The vulnerable video blogger: Promoting social change through intimacy. The Scholar and Feminist Online 5. Retrieved on 1.12, 2009, from http://www. barnard.edu/sfonline/blogs/printpla.htm.
Latour, B. (2004) Whose cosmos, which cosmopolitics? Comments on the peace terms of Ulrich Beck. Common Knowledge 10 (3): 450–462. doi:10.1215/0961754X-10-3-450
Latour, B. (2005a) From realpolitik to dingpolitik or how to make things public. In B. Latour and P. Weibel (eds) Making Things Public: Atmospheres of Democracy, 4–31. Cambridge, MA: The MIT Press.
Latour, B. (2005b) Reassembling the Social: An Introduction to Actor-Network-Theory. Oxford: Oxford University Press.
Latour, B. and Sánchez-Criado, T. (2007) Making the ‘res public’. Ephemera: Theory & Politics in Organization 7: 364–371.
Latour, B. and Weibel, P. (eds) (2005) Making Things Public: Atmospheres of Democracy. Cambridge, MA: The MIT Press.
Lewis, T. (2008) Transforming citizens? Green politics and ethical consumption on lifestyle television. Continuum 22 (2): 227–240. doi:10.1080/10304310701864394
Livingstone, S. (ed.), (2005) Audiences and Publics: When Cultural Engagement Matters for the Public Sphere. Bristol: Intellect.
Marres, N. (2007) Dilemmas of home improvement: Can clean energy technology mediate civic involvement in climate change? In M. Feher (ed.), Nongovernmental Politics, 368– 385. New York: Zone Books.
Marres, N. (2008) The making of climate publics: Eco-homes as material devices of publicity. Distinktion: Scandinavian Journal of Social Theory 16: 27–46.
Marres, N. (2009) Testing powers of engagement: Green living experiments, the ontological turn and the undoability of involvement. European Journal of Social Theory 12 (1): 117– 133. doi:10.1177/1368431008099647
Myers, G. (2010) The Discourse of Blogs and Wikis. London: Continuum.
Risbey, J. S. (2008) The new climate discourse: Alarmist or alarming? Global Environmental Change 18 (1): 26–37. doi:10.1016/j.gloenvcha.2007.06.003
Russill, C. (2008) Tipping point forewarnings in climate change communication: Some implications of an emerging trend. Environmental Communication: A Journal of Nature and Culture 2 (2): 133–153.
Scollon, R. (1997) Handbills, tissues and condoms: A site of engagement for the construction of identity in discourse. Journal of Sociolinguistics 1 (1): 39–61. doi:10.1111/1467- 9481.00003
Scollon, R. (1999) Official and unofficial discourses of national identity: Questions raised by the case of contemporary Hong Kong. In R. Wodak and C. Ludwig (eds) Challenges in a Changing World: Issues in Critical Discourse Analysis, 21–35. Vienna, Passagen Verlag.
Scollon, R. (2001a) Action and text: Towards an integrated understanding of the place of text in social (inter)action, Mediated discourse analysis and the problems of social action. In R. Wodak and M. Meyer (eds) Methods of Critical Discourse Analysis, 139–183. London: Sage.
Scollon, R. (2001b) Mediated Discourse: The Nexus of Practice. London, Routledge.
Scollon, R. (2005) The discourses of food in the world system: Toward a nexus analysis of a world problem. Journal of Language and Politics 4 (3): 467–490. doi:10.1075/jlp.4.3.07sco
Scollon, R. (2006) Food and behavior: A Burkean motive analysis of a quasi-medical text. Text & Talk 26 (1): 105–123. doi:10.1515/TEXT.2006.005
Scollon, R. (2008a) Analyzing Public Discourse: Discourse Analysis in the Making of Public Policy. Abingdon: Routledge.
Scollon, R. (2008b) Discourse itineraries: Nine processes of resemiotisation. In V. Bhatia, J. Flowerdew and R. H. Jones (eds) Advances in Discourse Studies, 233–244. Abingdon: Routledge.
Scollon, R. (forthcoming) Geographies of Discourse.
Scollon, R., Bhatia, V., Li, D. and Yung, V. (1999) Blurred genres and fuzzy identities in Hong Kong public discourse: Foundational ethnographic issues in the study of reading. Applied Linguistics 20 (1): 22–43. doi:10.1093/applin/20.1.22
Scollon, R. and Scollon, S. W. (2003) Discourses in Place: Language in the Material World. London: Routledge. doi:10.4324/9780203422724
Scollon, R. and Scollon, S. W. (2005) Lighting the stove: Why habitus isn’t enough for critical discourse analysis. In R. Wodak and P. Chilton (eds) A New Agenda in (Critical) Discourse Analysis: Theory, Method and Interdisciplinarity, 101–117. Amsterdam: John Benjamins.
Scollon, R. and Scollon, S. W. (2006) Fast English, slow food, and intercultural exchanges: Social problems and problems for discourse analysis. In G. Cortese and A. Duszak (eds) Identity, Community, Discourse: English in Intercultural Settings, 31–47. London: Peter Lang.
Scollon, R. and Scollon, S. W. (2007) Nexus analysis: Refocusing ethnography on action. Journal of Sociolinguistics 11 (5): 608–625. doi:10.1111/j.1467-9841.2007.00342.x
Shove, E. (2003) Comfort, Cleanliness and Convenience: The Social Organization of Normality. Oxford, Berg.
Smith, M. J. and Pangsapa, P. (2008) Environment and Citizenship: Integrating Justice, Responsibility and Civic Engagement. London: Zed Books.
Snickars, P. and Vonderau, P. (eds) (2009) The YouTube Reader. Stockholm: National Library of Sweden.
Torfing, J. (1999) New Theories of Discourse: Laclau, Mouffe and Zizek. Oxford: Blackwell.
Volkmer, I. and Deffner, F. (2010) Eventspheres as discursive forms: (Re-)negotiating the ‘mediated center’ in new network cultures. In N. Couldry, A. Hepp and F. Krotz (eds) Media Events in a Global Age, 217–230. London: Routledge.
Weingart, P., Engels, A. and Pansegrau, P. (2000) Risks of communication: Discourses on climate change in science, politics, and the mass media. Public Understanding of Science 9 (3): 261–283. doi:10.1088/0963-6625/9/3/304
Published
2019-10-17
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Articles
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Equinox Publishing Ltd.
How to Cite
McIlvenny, P. (2019). ’Your light switch is your vote’: Mediating discourse and participation in the ‘Vote Earth’ campaign to foster awareness of anthropogenic climate change. Journal of Applied Linguistics and Professional Practice, 6(3), 303-332. https://doi.org/10.1558/japl.v6i3.303
