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Making Sense of the Human-Nature Relationship: A Reception Study of the "Nature Is Speaking" Campaign on YouTube
Jönköping University, School of Education and Communication, HLK, Media and Communication Studies.ORCID iD: 0000-0002-1011-7726
2020 (English)In: Nature and Culture, ISSN 1558-6073, E-ISSN 1558-5468, Vol. 15, no 3, p. 272-295Article in journal (Refereed) Published
Sustainable development
Sustainable Development
Abstract [en]

Gaining knowledge about laypeople's representations of nature is crucial to meeting the sustainability challenges ahead. However, the ways laypeople discursively construct nature in digital settings have received scant attention. Guided by Stuart Hall's theory of encoding/decoding and multimodal critical discourse analysis, this study aims to contribute knowledge about the ways laypeople construct the human-nature relationship on social media. This is accomplished through a reception study of YouTube users' discussions about two of the films in the campaign "Nature Is Speaking." The results show that the human- nature dichotomy largely prevails notwithstanding the pluralist nature of YouTube users' interpretations, but also indicate the (embryonic) potential of social media to open up for a politics revolving around new visions of the socio-environmental future.

Place, publisher, year, edition, pages
Berghahn Journals , 2020. Vol. 15, no 3, p. 272-295
Keywords [en]
cultural studies, ecoculture, encoding-decoding, environmental communication, meaning-making, multimodal critical discourse analysis (MCDA), post-politicization, social media
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:hj:diva-51036DOI: 10.3167/nc.2020.150303ISI: 000585167500003OAI: oai:DiVA.org:hj-51036DiVA, id: diva2:1503303
Available from: 2020-11-24 Created: 2020-11-24 Last updated: 2021-10-10Bibliographically approved

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Olausson, Ulrika

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