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The (Rhetorical) Engagement with Climate Change Speeches in the Context of Neoliberalism: A qualitative interview study on how individuals from the Gen Z and Millennial generations engage with climate change speeches and solution narratives
Jönköping University, School of Education and Communication, HLK, Sustainable Societies (SUS).
2024 (English)Independent thesis Advanced level (degree of Master (Two Years)), 80 credits / 120 HE creditsStudent thesis
Sustainable development
Sustainable Development
Abstract [en]

This study is motivated by the ever-growing urgency of engaging in climate change to prevent its foretold catastrophes and the fact that climate change communication is as important as ever to enhance such positive engagement. Through rhetorical analysis of three climate change speeches, this study uses these speeches with distinct rhetorical focus as material to analyse the engagement of Gen Z and Millennial individuals. Conducting semi-structured qualitative interviews will generate the desired insights of the engagement. Three focus areas this study will look at are the implications of rhetorical appals, competing solution narratives (individual vs governmental) for climate change and the concept of voice. Furthermore, this study will assume that neoliberalism is the overarching context, in which the media engagement process of participants watching the speeches, takes place. The results have shown that climate change speeches as an engagement tool, are generally appreciated by the participants. Results further suggest that the rhetorical appeals (ethos, pathos, logos), could serve specialised roles for effective climate change communication. Participants did also generally recognise the importance of governmental responsibility as the highest yielding form of climate action, but they also expressed the urge to wanting to contribute, to participate in the climate fight on an individual level.

Place, publisher, year, edition, pages
2024. , p. 67
National Category
Social Sciences
Identifiers
URN: urn:nbn:se:hj:diva-65399OAI: oai:DiVA.org:hj-65399DiVA, id: diva2:1877598
Subject / course
HLK, Media and Communication Studies
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Examiners
Available from: 2024-06-27 Created: 2024-06-26 Last updated: 2025-10-13Bibliographically approved

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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • ieee
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  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
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  • Other locale
More languages
Output format
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