In today's world, there are a lot of different strategies we use to talk about environmental issues and what might happen if we don't take action against our own doings. So many environmental issues nowadays are pushed aside and ignored because the majority of people don’t want to be reminded of the grim reality of our planet’s future. For decades, many environmental activists have tried to take advantage of the strong influences that media can have on our society; one prevalent strategy we’ve seen is called apocalyptic rhetoric. Apocalyptic rhetoric is any form of media that uses vivid language and alarming scenarios to highlight the interconnectedness of all life on Earth and the impact of human activities on the environment. It warns of dire consequences if we don't take action to protect our planet and paints a picture of a future where Earth's ecosystems collapse, leaving us with polluted air, scarce resources, and extreme weather. This rhetoric often emphasizes the urgency of the situation, encouraging people to make changes before it's too late. From deforestation to climate change, it stresses how our actions today will shape the world for future generations. This apocalyptic rhetoric is often used to grab people’s attention and push them to realize how serious the situation is. Others might talk about biodiversity loss, which means losing different kinds of plants and animals forever; Rachel Carson, a prominent environmental activist best known for her work Silent Spring, used apocalyptic rhetoric very successfully to talk about the effects of the pesticide DDT throughout various trophic levels. This extreme loss of biodiversity could happen if we keep destroying habitats like rainforests or polluting oceans. These problems can feel scary and overwhelming, but the idea behind this form of rhetoric is to motivate action; it can sound intense, but it's meant to wake us up and get us thinking about how we can protect our planet for future generations. Despite its often grim outlook, apocalyptic environmental rhetoric also carries a message of hope. It calls for collective action and emphasizes the power of individuals to make a difference through small changes in their daily lives. By raising awareness and inspiring activism, it aims to spark a global movement toward sustainability and stewardship of the planet. Ultimately, apocalyptic environmental rhetoric serves as a wake-up call, reminding us of the fragility of our planet and the urgent need for action to preserve it for generations to come.
The Chicken Little effect refers to the skepticism from anti-environmentalists who say that apocalyptic rhetoric exaggerates environmental problems. Skeptics say that many environmentalists use scare tactics in their work to try and get people to support whatever environmental issue they’re advocating for (Hendry 2020). Because there have been so many instances like this, people are beginning to not take apocalyptic rhetoric as seriously. Similarly, the hegemony of the center describes a situation where power and control are concentrated in the middle, leaving little room for diverse perspectives. Anti-environmentalist rhetoric portrays the future of the planet as positive, bright, and able to be controlled by humans. Because these perspectives are completely opposite as what apocalyptic rhetoric tells us, we as a society tend to believe that the truth is somewhere in between. Both concepts show how perceptions and power dynamics can influence how we see and respond to the world.
The locus of the irreparable in apocalyptic environmental rhetoric brings light to the fact that the damage done to our planet is irreversible. This concept highlights the urgency of addressing environmental issues before they reach this critical stage. It's a reminder that once we reach a certain point, the consequences may be irreparable, emphasizing the importance of proactive conservation efforts.
Utopian rhetoric portrays an ideal world where everything is perfect and problems are solved, whereas dystopian rhetoric portrays a bleak future with suffering and despair. While utopian visions offer inspiration, it's important to balance them with practical steps for progress; Dystopian rhetoric warns us about the dangers of certain paths society might take if we don't make positive changes. Both strategies of rhetoric are meant to make the audience reflect on their own reality and wonder if we’re doing everything right. Within utopian rhetoric, there are two subcategories: ecological utopias and technological utopias. Ecological utopias are portrayals of a beautiful, abundant planet that promotes green-living and justice for all life forms. Technological utopias are portrayals of advanced societies that have the latest tech, and paint a picture of wealth and carefree lifestyles.
When I think about ecological utopias in the media, the first thing that comes to mind are the Avatar movies. I remember watching the first movie as a kid and being in awe of the beautiful ecosystem the Omaticaya tribe lived in. After watching that movie, I remember feeling so incredibly disappointed that we would never have as deep of a connection with the planet and other beings as the movie portrayed. When the second movie was released, a term coined “Avatar Blues” was invented to explain the depressive emotions people felt after watching it. Here's a link to a website that goes into more detail about the phenomenon: https://www.theguardian.com/film/2022/dec/15/post-avatar-depression-syndrome-why-do-fans-feel-blue-after-watching-james-camerons-film. I think that alone proves that human beings crave a deeper connection with nature and our surroundings, and the Avatar movies did an amazing job planting those emotions within us.
Hendry, J. (2020). Communication and the Natural World (Vol. 2). Strata Publishing Inc.
Reed, B. (2022, December 15). “Post-Avatar Depression syndrome”: Why do fans feel blue after watching James Cameron’s film? The Guardian. https://www.theguardian.com/film/2022/dec/15/post-avatar-depression-syndrome-why-do-fans-feel-blue-after-watching-james-camerons-film
SeattlePi. (n.d.). Silent Spring: A Book That Changed the World. blog.seattlepi.com