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Making Sense of the Human-Nature Relationship: A Reception Study of the "Nature Is Speaking" Campaign on YouTube
Jönköping University, Högskolan för lärande och kommunikation, HLK, Medie- och kommunikationsvetenskap.ORCID-id: 0000-0002-1011-7726
2020 (engelsk)Inngår i: Nature and Culture, ISSN 1558-6073, E-ISSN 1558-5468, Vol. 15, nr 3, s. 272-295Artikkel i tidsskrift (Fagfellevurdert) Published
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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.

sted, utgiver, år, opplag, sider
Berghahn Journals , 2020. Vol. 15, nr 3, s. 272-295
Emneord [en]
cultural studies, ecoculture, encoding-decoding, environmental communication, meaning-making, multimodal critical discourse analysis (MCDA), post-politicization, social media
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Identifikatorer
URN: urn:nbn:se:hj:diva-51036DOI: 10.3167/nc.2020.150303ISI: 000585167500003OAI: oai:DiVA.org:hj-51036DiVA, id: diva2:1503303
Tilgjengelig fra: 2020-11-24 Laget: 2020-11-24 Sist oppdatert: 2021-10-10bibliografisk kontrollert

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