CEU eTD Collection A thesis submitted Department tothe ofEnvironmental Sciences andPolicy of An Alternative Look at Popular Environmental Documentary Film Narratives Film Documentary Environmental Popular at Look Alternative An Central European University in part fulfilment of the Degree ofScience Master Factuality of Truth: Milos MILICEVIC Milos May, 2010 May, Budapest CEU eTD Collection Supported by the European Commission’s Erasmus Mundus Programme ErasmusMundus Supported bythe EuropeanCommission’s (Hungary), (Sweden) (United Lund University Kingdom).Manchester of University and the University (Greece), European Aegean Central the of University (MESPOM)the by operated jointly and Management Policy Erasmus Sciences, ofthe Mundus Masters course inEnvironmental completion awardeddegree asaresultof successful Master ofScience the of infulfilment This thesisissubmitted MESPOM Management and Policy Sciences, Environmental in Course Masters Mundus Erasmus ii CEU eTD Collection European University.European place take may exploitation and disclosures which is available under of Environmental Department from the Headof the Sciences and Policy, Central conditions the on information Further Budapest. Documentary FilmNarratives. Milicevic, M.2010. For bibliographic and reference purposes this (3) thesis should be referred to as: the of permission written the without University, which willparties prescribe and terms the conditions of third anyby such agreement. use for available made be not may and in which may rights be this thesis described property of any intellectual ownership The University,is in European vested Central the subject any contrary, to the agreementprior to (2) writing) of the Author. made in with such accordance instructions maybe madepermission the not without (in This pagemustof formany part such copies made. copies (by Further any of process) copies Librarian. the from may be obtained Details Library. University European Central inthe lodged and by Author given the instructions with inonly accordance may bemade extracts, Copyrightof or full, in text of (1)this thesis rests with the Author. Copies (by any process) either in Notes on copyright ownership andthe of intellectual property rights: Factuality of Truth: An Alternative Look Alternative at PopularTruth: An Factuality of Environmental Master of Science of Master thesis,University, Central European iii CEU eTD Collection application for another degree or qualification of this or any other university or other institute other or university other any or this of learning. of qualification or degree another for application No portion of the workAuthor’s declaration referred to in this thesis has been submitted in support of an iv Milos MILICEVIC CEU eTD Collection Popular Environmental Documentary Film Narratives Film Documentary Environmental Popular Science of of Master degree andfor the entitled: Factuality An Alternativeof Truth: at Look Milos MILICEVIC ABSTRACT OFTHESIS Keywords: problems systems. the social solve and to political seeking current within environmentalism neoliberal and for calling transformations environmentalism social between one sweeping discourse- environmental the in divide growing communication. But as the conclusions will show, the twoanalyzed films analyzedare also films willthese reflecting that have suggest severe a impact of outcomes the on the the sociopolitical realities. effects The of differing in and to purposes two rhetorical the contexts in relation problems environmental constructing of ways different the of consequences the environmental problems in relation to broader sociopolitical realities. This research aims to fill to aims research This realities. sociopolitical this researchgapandby exploring narratives the of broader to in relation problems environmental rhetorical effectiveness with such littlepaid how narratives to construct attention their on alternatively or movies in such science the on focused has view of point environmental While world. the suchfilms have already received from academicresearch most an attention, still people many case, the not believeoften is in thefactualitythis of documentary films and theirability Although convey an to objective field. view of environmental the in meanings filmDocumentary andhas becomeof concepts an construction arena forimportant the An Inconvenient Truth, Home, rhetoric, ethos, logos, pathos, social, neoliberal CENTRALEUROPEANUNIVERSITY submitted by: submitted Month and Yearof submission: May, 2010. v An Inconvenient Truth An Inconvenient and Home discusses CEU eTD Collection me in every way possible. Lastbutleast,not Iwould like expressto my gratitude myto family who has alwaysand supported wonderful momentsalso duringwould I these last years. two others. many and Kim Kayoung likethank all to peoplethe I’ve met Stylanidou, during program for valuable MESPOM the Jelena experiences Kumar, Soultana Ashok Purnima Coll-Besa, Monica Othon, Lauren Stanic, there: being just for and insights various their with spent time and discussions long myduring somecolleagues of MESPOM whom likeI would offerlight heremy to for warmestgratitude to come have thesis this of aspects Many Koen to thanks my sincere express to andlike Vanhoutte Gábor Halmai also for their useful adviceswould I and feedback during my thesis. writing. this writing and conceiving provided me with useful guidance and unconditional process the of encouragementthroughout mywould likeexpressI my to to gratitude thesisdeepest supervisor Tamara who Steger has Acknowledgements vi CEU eTD Collection eeecs...... 68 References:...... 65 Chapter 7 – Conclusion...... 55 Chapter 6 – Discussion...... C C Chapter 3 – Theoretical 9 framework and literature review...... 6 Chapter ...... 2 – Methods hpe nrdcin...... 1 Chapter 1 – Introduction...... Table of Contents HAPTER HAPTER . oeW l hr…...... 61 ...... 6.2 A Home We AllShare… 6.1 An Inappropriate 56 Solution to an Inconvenient ...... Problem . ahs–TeEoinlApa...... 48 5.3 Pathos – The Emotional Appeal...... 39 5.2 Logos - Narrative logic...... 30 5.1 Ethos of Narrators...... oe...... 25 4.2 Home...... 20 4.1 An Inconvenient Truth...... ulcshr()–apaefrato!...... 16 3.3 Public sphere(s) –a place ...... for action! 13 3.2 On ‘neoliberalism’ and ...... ‘environmentalism’ 3.1 9 On ‘environmental’ and ‘social’ issues...... 1.2 1.1 .. oe...... 51 ...... 5.3.2 Home 49 5.3.1 An Inconvenient Truth...... 43 ...... 5.2.2 Home 39 5.2.1 An Inconvenient Truth...... 35 ...... 5.2.1 Home 31 5.1.1 An Inconvenient Truth...... yosso oe...... 27 4.2.1 Synopsis of Home...... 4.1.1 Synopsis 22 of An Inconvenient Truth...... 5 4 – – cp fteSuy...... 3 ...... Scope of the Study 3 ...... Research objectives R O HETORICAL VERVIEW AND SYNOPSIS OF THE FILMS A NALYSIS OF NALYSIS A N I NCONVENIENT ...... 20 ...... vii T RUTH A ND H OME ...... 30 ...... CEU eTD Collection films ( films blockbuster both on writings and analysis academic various of multitude a in resulting works, environmental the particularacademic waspaid to attention narratives in such rhetorical recently released or ‘popular’ documentariesor such as AlbertGore’s blockbuster film (for instance 2000 the Environmental issues have recently even found their place in mediapopular forms such as media narratives of environmental issues, particularly of climatethose change. influencedAs policy much aresult, analysisacademicattention. to was turned attention of publicso-formed that opinion out has,point with less more or to success, focused and as Neuzil and Kovarik (1996)have confirmed this finding in their they but work alsoon went cognition and ofenvironmental perception issueset al. Sachsman (Lowe 2006). as (1996) well public’s the in media mass by played role significant the out pointing media, mass the from general public’senvironmental knowledge about issues and science the behind them comes 1974; Cook issues mediathe that widely cover and heavilythe be will (McCombs and Shaw 1972; etal.McLeod media-consumers by important most declared issues the that us telling developed media the how influenced,indeed shaped political elections, an agenda-setting theory was findingtheirplace in popular culture (Daniels and EndfieldBased 2009).on research the of their gravity, becoming receiving aBig Story, increasing by coverage media,the andeven The environmental problems faced by 21 our Chapter 1 –Introduction Erin Brockovitch et al. Home 1983). Indeed,Nelkin 1983). and (1987) Wilson (1995) confirm mostthat of and (France, 2009). As forms these (France, 2009). reach extremely wide audiences, The Day After Tomorrow)The DayAfter Erin Brockovich st century societiesjustas century they’re are, growing in 1 An Inconvenient An Truth and 2004 and documentary The Day After TomorrowThe DayAfter An Inconvenient (USA, 2006)or ) CEU eTD Collection and implicationsapproaches. of two these rhetoric, namely rhetoric, of that popular environmental locate solvingto want I to them approaches that documentary film resulting and problems environmental of understandings two these between is It narratives. environmental of analysis the for importance particular of distinction the find I terminology, ecology-environmentalism Bookchin’s retaining Without economy. capitalist of aspects worst the ameliorate to – words in his or arrangements, sociopolitical current within problems these ‘solve’ to seeks “environmentalism”-which and society, transforming aimswhich at has, back in 1962,in his book Bookchin Murray dislocations. environmental growing to solutions proposed the impact directly will and purposes, and contexts rhetorical the determine greatly will assumptions, social(ized) individual(ized)or remains different These contested. understandings, rather or will anthropogenic causesareethical,this,whether these but to technical,point political, rhetoric environmental all) (or most and debate outdated an is origin, in anthropogenic are or by intervention, human caused are dislocations environmental our of most life.That human “why” and“how” environmental problemsand (differently) occur human affectboth and non- wider-social the of question the with deal narratives these how to attention much pay not narratives inthe films these convey scientific-“why”the environmental problems butdo occur of researchfocuses howeffectively,the most onwhether,and/or words, problems.In other underlyingare the sociopolitical andwhat contexts of assumptions nature such the about wider in framed are problems environmental the how to paid attention little with works, (climate change)science alternatively or therhetorical effectivenesson and impact of such of mostthis release).Yet researchhas focusedrepresentabilityrecent on of environmental Truth (no published analysis of analysis published (no An InconvenientTruth Our SyntheticEnvironment Home was found by your author, probably due to the film’s 2 and Home , made adistinction “ecology”-between , and discuss both the assumptions the both discuss and , CEU eTD Collection who still do believe in the factuality of these films further calls for investigating this ‘factuality’ this investigating for calls further films these of factuality the in believe do still who publics of number significant the world, the of view objective an convey films documentary considered‘factual’ (NicholsAlthough 1991; 2000). Corner less and less people believe that analysissuch my filmsfactthat is the for have historically a largebeen,still extent andto important are form documentary the find I why reason Another rhetoric. film documentary popular in issues environmental of communication to my study limit to decided have communication environmental of issuesreaches thewidest that possible in global audiences, I interested am I that fact the and study my of limitations time to Due communication. an extremelyhand, becauseof at multitudethe largetask of forms as is well of as theextentsuch issues’ environmental of communication public ‘popular manner, whatever in Investigating, 1.2 misrepresentationwoulda crude bebut of reality. connected, indeed is everything where realities complex the from problem any isolating as environmental relatedness between the social, and political, other ethical, problems, and other more general critique of popularthe environmental rhetoric andforward discussions put about problems.Secondly, givethese this thesis effects seeksto a to andresultingcauses, solutions their about assumptions underlying the are what namely, issues; social other to relation in and contexts sociopolitical in framed are problems environmental how of light in communication this analyze to seeks it First, twofold. is issues environmental of communication The central contribution this thesis seeksmake study the to to of popular public 1.1 Scope of theStudy Scope Research objectives 3 CEU eTD Collection have identifiedsuch documentary films: two professionals,media well as as lay publics. Consulting both academic and popular literature,I reach globalmanaged audiences to another, andearn global recognition by environmental focusingFurther my I aimedstudy, documentary films at which have, reason or for one life. to come they which in realities sociopolitical the but problems environmental behind films how these on academicsfocus not and science the alike,to ‘represent’ students I want activists, environmental by performed analysis most unlike Yet, 2000). Corner 1991; (Nichols 2. 1. premiere, the moviepremiere, the can be wasreleased viewed It free Internet. of inchargethe on its after Soon 2009). (Lucas history in film release largest the for record world the broke movie the day, that on countries different in 70 screenings outdoor and movie the broadcasted who stations television by 81 backed formats, Blu-ray and inDVD continents 5 across countries 181 in release simultaneous With television. on even and theatres squares, on screenings public in free globe the around dangershumanthe activitiesplanet premiered Earth, to pose on June 5,2009 Home Germany and United Kingdom (Christoff 2009). in curriculum science the of part required a become even has film the Furthermore, Spain. and Belgium Kingdom, United Germany, like countries in endorsement and worldthe accordingChristoff to it(2009), has received senior political leaders’ mostlythough pure, simplified, science this documentary became popular across Universities worldwide.Withalso theatres but spectacular no visual effects, and to make the Truth An Inconvenient issue of global warming a recognized problem was shown at - a movie- by famousthe French photographer Yann Arthus-Bertrand about –released in 2006, adocumentary Alon Gore's campaign 4 CEU eTD Collection combined views aloneon YouTube (statistics from AprilYouTube, 8, 2010). million 20 around reached already has It sites. torrent illegal) (and legal many from 14 differentlanguages on andYouTube (Lucas2009) also downloaded for free 5 CEU eTD Collection the rhetorical rhetorical the Namely,method. differentiates1984) Aristotle (1967, between these basicthree The (pathos) of the film’s narratives, Ifocused on, and later discussed, these main questions: narrativethe logic and analyzing the emotional (logos) narrator, appeal of the ethos the framework, broader a In theme. main their as have they problems environmental to solutions causesof them the andlocate (resulting)in they how attempting to construct relation to films, two the of narratives the analyze to on went I in mind, distinction main this With problems. growing environmentalour sociopolitical thecausesand solutions to of both aspects the on focusing my analysis for framework multi-theoretical a built I problems, environmental (sociopolitical) abroader between (scientific/technocapitalist) andanarrow to approach distinction a essentially is what and ‘environmentalism’, and ‘ecology’ named clumsily) and cleverly initially (both (1962) Bookchin what between distinction the on Expanding 2–Methods Chapter ¾ ¾ ¾ ¾ ¾ ethos-logos-pathos For or against what? To change againstexactly?)what? To what or For Social? (Individual? action? of kind what if so- and action for call narratives these Do in negotiations?)these Are solutions givennegotiation? subject or to (Are audiences calledparticipate to upon (resulting)What proposed are the solutions? environmental narratives, causesof these our the according What to are, dislocations? Are environmental issues placed in sociopolitical broader andif contexts, –how? so framework I applied to my study is based on Aristotle’s writings on writings Aristotle’s on isbased my study to applied I framework 6 CEU eTD Collection searching for main themes, and expanding the visual analysis of the films with written data. In data. written with films the of analysis visual the expanding and themes, main for searching them, analyzed and films both for scripts obtained have I Additionally, questions. research the all on notes taking and films the watching carefully by directly, performed was analysis The conversely, leadsstupor. or them angers, irritates to what understandingmotivates, what enlivens, calms audience’s arouses or sympathy and, emotionalthe to attend he needsappeal, to words, or In other (Aristotle 1984). audience in the inhering opinions as well as state emotional the shape, indeed and understand, virtuedepends how rhetor’s is the on judged by the audience. Thus must the rhetor points out that developingthat pointsstrong out or a good of allandmost integritythe of his furtherAristotle and1984) goes But character. (1967, inspire that confidence in him, suchas his dress,manners,known demeanor andbackground what Aristotlewhat1984) names (1967, and means by This is exponent of for the rhetoric regard regarded. howis for henceconcern the rhetor – a to listen to willing more much are people Namely, argument. effectivenessthe that of argumentation out will also greatly be determined by who is giving the clear ‘bad’overheard useful ones, Aristotle andadvocate to tend pointspractices(1984) do are which arguments While argumentation. his of logic the on solely rely mustn’t) (indeed of an argument,persuade isenough to onits audience,the own not soshould rhetor the not their in that resulting – opinions opposing, often different, in an operate unchanging not arguments in but do rather factthat of truths, order a world of the to due is This together. examples and possibilities opinions, opposing bringing elements, persuasivein others with resonate arguments make to order in how, explains and rhetoric of elements ways, the rhetor (exponent of rhetoric) must combine the effects of all three syllogism, enthymeme butrather (Aristotle 1984).Thus ethos 7 ethos is essentially a relational task, because it because task, relational a essentially is , and explains with numerous elements numerous with explains and , logos someone of standing and repute , the clarity, integrity and utility and integrity clarity, the , logos (logic) is not based on pathos , CEU eTD Collection this analysis rested solely on the work of your author. despite all my efforts to obtain such publications. Whether premier analysis of analysis premier Whether publications. such obtain to myefforts all despite been publishedalmost yet, a year film the after my to leastpremiered, not knowledgeat and previous research utilizedprevious research in my analysis,analysis,seemsno it that of any kind, of numerousJohnson (i.e. research 2009; Spoel al. et and 2009;Rosteck Frentz and this 2009), support my support findingsmy add to or analysis. While results systematically written down, I turned to previous analysis of analysis previous to turned I down, written systematically results initialthe inconsistent,to comparedresults visual analysis. Once analysisthe and was rounded watching of moviesthe parts certain analysis where the somewhat gaveor of scripts the more, After this analyzingscripts. timethe on based questions, research Irevisited thescripts, scripts, carefullythe to turned research questions, I reading them and answeringthe the same answering and analysis initial this after Only notes. taking and time each question research single a on focusing usually times, 10 approximately films both watched I instance first the 8 An InconvenientTruth An Inconvenient Truth An Inconvenient hasbeen subjectto Home Home ornot, has , to CEU eTD Collection underlinedinequalities. Talk as‘incorrect’. about Christian.the remained Theothers knew only ‘autocorrect’ 2007 to Word how Microsoft 1 atheist with… Jewish with Muslim with Christian straight, with lesbian and gay uneducated, with educated poor, with rich old, with young ‘whites’, with color of people men, with We 2007). hearof ‘mankind’ (and talk) (Branston and ‘humanity’ as if women were equitable problems environmental those from suffer will will,not or they how but problem, the to we arerenderedhelpless in is) thinking differenthow about often of onlypeople not groups contribute most it (and rhetoric change) climate (particularly environmental dominant in used is uneven and relationsstructures of differentpower of are producing worldthe and that parts suffering of problem the address seldom rhetoric, environmental dominant indeed and images Main issues and‘social’ ‘environmental’ 3.1 On of the twodocumentarymy study films,to applied orratherI the rhetoric of that these films. framework multi-theoretical the show to work also will will I present that review literature short This effects. and causes sociopolitical but scientific, their from an ‘environmental’ often, is perspective, seen social as ‘other issues’what and discussing to not relation their discussing frame, sociopolitical broader a in problems environmental place to me allowed which literature the summarize will I mythesis of section following the In Chapter 3 –Theoretical framework and literature review While typing different the factthe religions,of they aware should that benot capitalized, damage to both human damageboth to and non-human life (Harvey When1996). ‘mankind’ as a term 9 1 , CEU eTD Collection its proponents have, as Di Chiro puts it (2008, p. 279) “shotitself [sic] in the foot”. and movement the ‘environmental’, as counts what framing By narrowly inclusion. than rather exclusion of politics to leading issues social’) (‘other ‘non-environmental’ and ‘environmental’ between differentiates categorically movement the how in itself replicated only has distinction (Bookchin 1990;Di 2008; ChiroDarnovsky1992, 1992; Schlosberg 1999). This categorical politics coalition crippled also has but problems environmental of misconstruction a both categorical cultures’ distinctionwestern and between ‘Society’,‘Nature’ which inresulted upheld long has rhetoric environmental dominant the and movement environmental the Indeed, is defined from human apart life, andfrom ‘society’. are neededfor emphasis it“quiteputs simply added) and ahistorically values,- the practices and diversity that themselves quite often gendered when imagined asembodying,p. 213; (2007, Branston how livesthe children of our world. Even being of that ‘Nature’ and ‘thepart natural’ a are living)and of ways lives (and own our saving about inall and honesty, all, above is, It world’. (group of) dominantspecies. is It about savingnew a for the planethome as we know it.becoming Itis and about saving ‘themutating past, in the times many has it like live, to continue planet’environmentalthe (as most planetit) the –because will put rhetoric survive, and marginalizes differentways of envisaging eco-politicsisabout ‘saving It (Branston not 2007). inunhelpfully, fact entireIt debate genders the term justas the ‘the planet’ arguably examples. some but are these And exploited. the with exploiters (or) and Third the with World First human survival”. Not to mention when, and that’s most often the case, Nature case, the often most that’s and when, mention to Not survival”. 10 CEU eTD Collection distributed and publicized and (contributing inequality the to) gaps becoming larger by day.the achievements suchasrecycling,conserving, clean energy being etc. production unequally limitedare attainmentwhose andis curativecosmetic. but not Already we are witnessing the social pathology, instead of pathology the on itself, goals that efforts towards anddirectour As this Bookchinnotes, will (1993) cause us wronglyto focus society. on symptomsthe of a harsh market neoliberal present the of mechanisms self-operating impersonal, scrupulously aroundthe brutally structured of notion progress competitivedie’ or ‘grow imperative of the instead of focusingcauses such as industrial root the on expansion, for profit trade and the realizing(Bookchin Not 1993). this leadsfalse to blames ontechnology populationor growth, hierarchical mentalityinfuse society that allow our very for the idea of dominating Nature itself,calls for asociety of freedom, equality and justice. class The relationships and view whereitcould be definedof Nature, constructionist asacognitive mirror society of the taking form of a cruel a victimjudge or of a generalized moral disorder. Indeed, a Cultural anthropologistMary Douglas (1985) defined as Nature an indicator of social morals, crisis. ecological in how they deal with Nature (in fact it IShow they deal with Nature) and is crucial in tackling sources of our risingthe environmentalmisconstruing be dislocations. would How humans deal with relationship each other iscrucial reflectedtheir recognizing not or problems social from intertwined,causingso are andaggravatingIndeed, detaching each environmentaltwo other. the when especially ‘social’, and ‘environmental’ as classified have societies our that problems is all-encompassingNature and culture… another. and differentiatenot does between the race,sexuality,and one gender another, one one classbetween of people andanother, consequences halfway aroundJust the globeas toNature where we act, itknows too does not knownot our bordersof our borders between nation states, reacting and producing 11 CEU eTD Collection transportation, public health, violence, overpopulation*, etc.) are inextricably linked in a linked inextricably are etc.) overpopulation*, violence, health, public housing, transportation, jobs, poverty, inequality, (social issues ‘social’ and etc.) overpopulation*, extinction, species conservation, resource natural warming, global (pollution, issues ‘environmental’ what isthat recognized andpointed out popularlyauthors, of other withas ahost referred to Darnovsky, Di Chiro,Dryzek, Bookchin, Liverman, Monbiot,Benton, as Schlosberg,such minds Zizek etc. They brilliant of have all, writings alongby characterized is it large, particularly Although issues. ‘social’ ‘non-environmental’, ‘other’, these from apart problems environmental solve to the bodydifferent offeredbythose and movementssolutions theorists the to alikesee and who attempt of literatureIf framed in such away,environmental problems require different approaches and indeed thatlife and tipped beyond any sustainable point. addresseswill be drained, that overexploited, of flooded, worldcause some to the scorched, – devoid parts of any etc. age, health, education, class, gender, race, location, kinds- many of ‘environmentalism’inequalities placesthe they inhabit.is precisely It alreadythese, established andexisting (and growing!), classes of human life, bunkeredwithin willtheir wealth and power, be asaffected not will nor be more affected of to world by the in parts certain environmental problemsOther than others. this vanish people to orhave theirway lives disastrously transformed (Branston 2007) -and, arguably, is notforeseeablepreventable, yetthey andtherefore will, and already are, causing certain classes of Most environmentalparts of the world. Need Isay why? It is safe tosayproblems that the reasons are not‘environmental’. very the environmental that fact crisis facing weare caused equally is not by all the people doand impact the mention to Not issues. ‘non-environmental’ those of because why? Precisely and working- unevenly rid environmental usof The veryto our achievementssupposed are crisis that quite arenot but not so much randomly. They are 12 CEU eTD Collection capitalistfarming are driven that by operations export. grow instance, for to, inorder commons the of enclosing the to pointing processes such environmental change. aswell(1985) Cox as Feeny haveal. et previously (1990) discussed have indeed(2004) conceptualized neoliberalism as being by/of constituted of processes socio- governance. Building theFoucauldian on gevernmentality environmental of McCarthy theory, and Prudham project a as itself presenting even but project economic political a as just not decades wehave beenIn recent witnessing rapid the global expansion neoliberalof the project, and‘environmentalism’ 3.2 On‘neoliberalism’ crisis. social) (and environmental into further us driving neoliberal of practice current ‘freeenvironmentalism’ market only not failing us,buteven and Bakker2005)has (Page Karrencalled Bakker –“neoliberalising They nature”. all see the ismy not it intentionadjudicate this) between here to they unanimously(and against, what for speak out call they transformations sociopolitical of extent and kind the in differing Although Schlosberg 1999) 2005; Branston 1990, 1993, 2007; Darnovsky 1992; Di Chiro1992, 2008;Dryzek 2000; problems, significantsocial and political transformations arerequired (Bookchin 1962, 1986, neoliberal the around in truly andstructured that market, argue to confrontorder the arrangement sociopolitical current our is problems (growing) these of all of least, the ineffective. alsoin mainagree the authors of these drivingthat the say Most cause, or force to as singling these problems approach together them will out indeedprove, be has to proved, viciousis circle necessary therefore It of problems set whereone to other. exacerbatesthe 13 CEU eTD Collection environmental and (McCarthy andModern-day Prudham 2004). opposition is not much different with new havelessbeen noneoliberal central to than labor andsocialattacks entitlementprograms proliferated inconstituenciesand that Keynesianthe constraining state, capitalist ‘growth’, long beenfierceenemies. environmentalthe they that contend In fact, laws, regulations, norms have ‘neoliberalism’ and ‘environmentalism’ that us remind (2004) Prudham and McCarthy orders. social particular legitimize to works governmentality, environmental sensibly or neoliberalthe –even protect use nature, project when presenting itself as The main Harvey pointed out. idea (2003) herefar is from that being driven by the impulse to reveals itself as being far from ‘just’,commons andin fact inresults the aggravatingof social inequity, as commercialization and commoditization privatization, neoliberal of practice replace authoritarian the is and to that feudal regimes contemporary (Barry butour 1999), itwas a ‘just Locke, andmoreFor foundational efficient’ a newsocial for order. social order emphasizedLocke rights property the this,is land,over that particularly individual, are by assets privatisticis profitinterest social inequity. central the idea Indeed, here,andeven this “accumulation by dispossession” the result that and of pointssuch out enclosure of public accumulation”.Discussing example the supply’s of water privatization, Harvey names(2003) isp. 276) Prudham “jump-starting(2004, pointout capitalism through primitive self-regulatingthe placeunder it (Polanyi market’s control The result, asMcCarthy 1944). and from complex nature the detach neoliberal the social to has sought constraints andproject Building Locke’s ideologicalon and discursive foundations (Locke and1952 (1690)), Peardon environmental transformations (Bornstein 2009; McCarthy and Prudham Perhaps2004). the neoliberal dissolvecontest to efforts social and governing regulations controls are that social movements organizing issuesdirectly around that question and 14 CEU eTD Collection transformations are. Our faithOur transformations in are. such cultural shifts, combined practice of withthecurrent findI andYet, Prudham myself2004). sharing Jessop’s (2002) suspicion these howtrue to much moreeffective dismissals previous than outright of environmentalproves concerns (McCarthy that neoliberalizations of out’ ‘roll the smoothing in succeeded have neoliberlism of institutions central the talk), environmentalist rather (or ‘environmentalism’ incorporating By practices’ (Goldman 2001). Worldthe Bank, thatarenowfull butalso corporations of green-talk and ‘sustainable as such institutions neoliberal of ‘greening’ the witnessing been have we hand, other the On pollutionquotas, emission permits fees or for public (McCarthy goods and Prudham 2004). discoursea strong indecades and thelast introducedtwo ‘solutions’ such as tradable fishing What would haveonce been considered anoxymoron,‘free market environmentalism’ became environmentalism”. market “free the of creation the in resulted this and discourse neoliberal the incorporated have environmentalists some hand, one On 2004). Prudham and (McCarthy neoliberalism and environmentalism both of forms new in resulted and elements other’s the They these confrontations. they have have incorporated through shaped both both eachother has historically been resisting ‘neoliberalism’, itis way around, andthe other alsoevident ‘environmentalism’ that that is true it while Namely, story. another of us reminds Copenhagen But (G8) and 2003 FTAA meetings in Miami. The 2009 Copenhagen fiasco laments the whole list. Washington and World(IMF the (IMF)andPrague Bank), Quebec 2001 (FTAA) and Genoa and Prudham Bornsteinexpands2004). (2009) this list include to the 2000 meetings in failedin particular becauseof of questions environmental andstandards regulation (McCarthy with America”“Reagan revolution”,“Contract meeting WTOSeattle andthe in 1999 have all best evidence for this is the fact that defining moments for neoliberalism in the U.S. such as the 15 CEU eTD Collection deliberation and private the thestate local and between –our debate and global public spheres. all available media.as citizens utilizing act We utilizing needto then historical our placeand for democratic community, our surroundings, immediate in our first out speaking citizens, as but consumers as not is this well, as individually work to have certainly we While us. flooded recently have that problems environmental to solutions consumer-based personalistic, of face in the this lament to necessary indeed but redundant not it is only not that is the reality Yet, mobilization. collective to itself lend should it that out point to redundant seems it so issue collective a definition, by if not obviously, is that issue an is stewardship Environmental –aplaceforaction! 3.3 Publicsphere(s) problems. social’) ‘other (and environmental grievous causing are that addictions and routines be perceivedas ‘smart’ and this ‘cool’ and to adesirableoppressive alternative current the to need we that, than more –bit resources sharing and consuming living, of ways new out, points samepractices butwith a new face-lift, weneed asystem change. We (2007) need, asSoper the continues which system, the to changes cosmetic allowing of Instead results. different AlbertEinstein definedinsanity as doing same the thing and over againover and expecting movement green-wash,the itselfhas shot corporate in foot. other the proposed movementitself- Ifeel shot by in that foot the accepting neoliberal the anddiscourse the In fact – just like Di Chiro (2008) said that by narrowlyneoliberal pressures for self-regulation (Jessop 2002). and (neo)corporatism framing original with line in much very ultimately whatis capitalism’ is‘green to ‘environmental’ pressure citizen direct the 16 CEU eTD Collection capitalism to third world or ‘semi-peripheral’ countries that in the process become clients of wealthythe nations and (Aronowitz clients Gautney 2003). become process in the that countries ‘semi-peripheral’ or world third to capitalism dire andpose prescribe restrictions sameOrganization the (WTO) that form of market- Trade World (IMF), Fund Monetary International (WB), Bank World the as such institutions unstoppable taking process whole the over world in of process the globalization and with the becomesdemocratic impossible”. debate And neoliberalisation seems be an to almost which without thinking, critical of possibility very the “eliminates neoliberalism that says citizenship,civic critical lifeof who 65-66) and (2003, substantive Buck-Morss quote democracy. to Or fundamentals the about talking of way no offers it and transformations, political and neoliberalism is criticalthere no vocabulary speaking fordemocratic projects of social about spherecomeAs underquestion. Giroux(2005) within out, points discoursethe of very– the market(s) andfunctionsthe nature of civilto the state(s) the society and public the from shifting power most with condition fundamental inthis change the witnessing are we As neoliberal almostprocesses completely freed them from any social (Tabb 2003). control other and deregulation privatization, time same the at while consumerism, of function andthecitizenscompletelyaway from state the power andtaken reducedcitizenship the to governments individual asincompetentand threatening to freedoms. They have almost markets have becomepoints out, driving the forceeveryday of life and they have disparaged organizationsdominate or that the market. Asand market corporations the the Giroux (2005) has constantly 2005), (Giroux and increasingly and shifted from state the power the taken it to The brutal form of neo-liberalism that– and that is the power held by thethe state(s). world has seen publicthe reliedBut sphere a condition on has arguably that develop lasttransformed the over century over the last thirty years 17 CEU eTD Collection movements – “Another World Is Possible!”globalization hegemonic counter most of slogan the with end I’ll possible? even this Is influence very our lives. very function ofquestioning andchanging relations power the and impacting decisions that can we truly talk ofglobal public spheres and a civil society that are notstripped away from its citizens) anewpoliticalpolitical andcreate culture, language and setof relations. Only then domination,andreclaim corporate butto publicthe spheres (give them publicsthe back to - only allnot against struggle across privatizationto - boarders, the andothers of democracy alter-globalization, humanthe environmental,rights,the women’s, peacemovement the the see (and participate in) to need alliancesalone,we made between various movements -the and refusing2005:3) watch democracy to be privatized. than more sojust But this movement have beenchallenging that groups capitalist and “corporate the fairytale of neoliberalism” individuals of (Giroux host a and organizers labor activists, community intellectuals, students, of population growing the and here movement globalization) counter-hegemonic or globalization alter- rather (or anti-globalization the of rise the about talking course, of am I history. of which political wehave require strong it theroots does been action see ablein But to the recent way. a still is there action, political for capacity our of us dissolved completely yet not has globalization neoliberal that argues who (2001) Tourmaline Alain believe to are if we Well, future? near the in it eliminating of promise a with limited especiallyhave decades, in eliminated three last the their very madefunctionbest, at it veryor, civil we talk about do how Indeed, society and public spheres if neoliberalthe processes, 18 CEU eTD Collection 19 CEU eTD Collection leaders’ endorsement in countries like Germany, United Kingdom, Belgium and Spain. and Belgium Kingdom, United Germany, like countries in endorsement leaders’ Christoff film all the accordingof to (2009), fact that, was the has received senior political changeand recuperating environmental the movement. acknowledgement greatest Perhaps the Since its release,film the has beenraising credited for international awareness climateabout 2500 IPCCscientistsbe and exact Frentz to 2009; (Rosteck Christoff 2009). winning prize alongside Peace Intergovernmental the the Panel on Climate Changeor (IPCC), The final crowning of film’s successcame Gore’s?) (or when becameGore aNobel Laureate, Academy AwardsDocumentary forOriginal Best andBestFeature (ChristoffSong 2009). Mostly this successdue to and contribution the popular culture, film the to also won two CrisisGlobal Warming of March 2007 (Christoff 2009) while the “young person’s” edition Global Warming andWhatWe CanDoAboutIt accompanied that movie the The book 2009). (Christoff U.S. the in films documentary grossing highest all-time of list the on forth becamebox-office a officially hit, released in continents overthree and30 countries becoming 2006Sundance climatethe premieredFilmat It change. Festival, butwithin firstthe year it Vice formerthe President about U.S. people educate Albert 2006, crusadeto about Gore’s Truth An Inconvenient Truth AnInconvenient 4.1 C HAPTER 4 – O VERVIEW SYNOPSIS OF AND THE FILMS is film adocumentary by directed Davis Guggenheim and released in (2006) has gone through ten has printingsten gonethrough (2006) and (Rosteck Frentz 2009). An Inconvenient Truth: The Planetary Emergency of Truth:The An Inconvenient 20 (2006), had already (2006), sold 850000copies by An InconvenientTruth:The CEU eTD Collection change –namely,climate of illustrates lecture the firstthe science the portion behindabout climate change rhetoric environmental most as structured film is the of part presentation The authority. greater him giving ‘scientifitized’ is Gore of story the time same the at while audiences, the to closer it bringing personalized is change climate of story the result, a As change. climate of problem political ‘fall’isas president) failure the reflectedelect Gore in (or the to failure the address to riseclimate of changeis knowledge paralleled by riseGore’s as a politician, and then Gore’s paralleled are intertwined personal stories the is that by climate change Namely, stories. the are in way whichthey the as other, each strengthen to work they in effect unrelated, climate change story the telling who’s hero the about obviously isalso – but Albertchange, climate isnominally ‘about’ Gore. Although at first personal lifeaccompany climatethe that change narrative. Theresultis a balanced film his from whichit mightfragments some as well as life, political seem Gore’s thatdocumenting clips comprises the also twofilm the stories Gore, by delivered lecture multimedia arethe film is the of thrust primary the Although film media. the using audiences finally itis to words, an In other attempt messagethe across. get reach the widest possibleto hasas hesays givenbeginningthe planet the Gore but, at across that – he feels he that failed ifaction requiresavoid urgent is dire we areto consequences. arecording It of a presentation onlyit hasthat buta scientific already atheory, than affectbegunrather planet to fact, our and not is it how explains and change climate behind science the discusses he which in presentation multimedia Gore’s Al president vice U.S. former the of recording a essentially film is The curriculum in Germany and United Kingdom (Christoff 2009). Furthermore, An Inconvenient Truth An Inconvenient has even scienceof the become arequired part 21 CEU eTD Collection to receive the main part of receive mainof his the isto of part that climate lecture, –theproof change, asa presented glaciersfrom Antarctica studied. are Thisexplanationintroductory short theaudienceprepares in trapped layers and layers of annual snowfall, going asfar back as650,000 years when scientists can and CO2levels atmosphericmeasurethe temperature both using oxygenis that approachable andobservabletell’, ways, tells ‘ice how the Gore to audience has stories how frame causal climate a to forargument change in terms of ice evidence. core Describing, in atmospheric CO2concentration since modern measurements in continues Gore started 1958, climate change.Afterbriefly describingclimate what change is,and showing a graph of gives that ahumorous explanation, placed in a distant future, of a skeptic understanding of from visualize(taken graphics animatedthe that cartoon and a series theory, the “Futurama”) hereutilizes Gore occurs. both a standardand it scientific how explanation aided by computer The narrative of 4.1.1 Synopsisof An Inconvenient Truth climate change. analysis will examine aswell rhetoric types of these and solution as Gore’s construction to particularthe conclusionsaudiences of type to and solutions which he conveys the end. The at effectivelyGore lecture,the Throughout utilizes different types of leadingrhetoric, the reach this salvation. to how audiencesmotivate the andgive forto hope them ‘salvation’both as well as prescriptions for the whilefirst)(which future, serves to is part compared second the disproportionately shorter the of predictions apocalyptic with culminating problem, the of severity the to points and An Inconvenient Truth An Inconvenient begins with an explanation of what climate change is change climate what of explanation an with begins 22 CEU eTD Collection various climactic changes theglobe across and discusses droughts, extreme patterns, weather film establishes He then was made. acausal relationship changes between temperature andthe recording temperature, all occurred in the last 14years, that is 14 years prior 2006 to when the 10warmestthe faris (overall)so that years, story the since we started corroborate to climatethe that show isto indeed already evidencechanging. he strongest the Perhaps presents continues Gore temperature, the on reflect might it how and mean might it what hinting and increase Aftercan expect. showing we temperature ustheincrease of atmospheric trend CO2 of kind what and means it what of vision own our construct to others’, the all than powerful having relationshipthe that been between told atmospheric is CO2and temperature ‘far more increase.isand temperature heleaves projected Instead, thecurrent us –the audience, itto fossilof fuels),dwarfing whole the graph and indeed, the audience. Butwhat he doesn’t show burning ‘unrestricted’ with continue to are we (if now from years level 50 projected the show Leaving dramaticthe audiencethe increase in to awedue of atmospheric CO2,he continues to levels. current the show line to CO2 the extend to continues he others”), the all than powerful (he relationshipsaysthe that isitis complicated “one the that relationship but that is farcorrelation more their to out pointing and temperature and levels CO2 both in oscillations stable rise steeply. just levelsbefore to By CO2 data showing relatively the started he shows words, levelCO2 variance missing. years,with last but presentdata the 650,000 over the In other and temperature the both shows increase. that agraph He then introduces temperature current ‘natural’, cyclical phenomena), makesGore his the magnitude andpoints to pointstronger of historical of (those warmingcould classify that periods climate current the change asa discredit historicalvariance) (the some so-called the of temperature skeptic to arguments emphasize. to wants While points Gore see the isit usingmanner easyto that firstthe graph form,graph a typical scientific in in is‘trustworthy’ such constructed that given a representation, is information This levels. temperature and CO2 atmospheric of correlation historical 23 CEU eTD Collection With the final graph (referring only to the U.S. GHG emissions) Gore demonstrates that if we that demonstrates Gore emissions) GHG U.S. the to only (referring graph final the With change becauseitto ultimatelychange have andwe power the it depends on what climatesolve our change problemsalreadyHe says are present. we areall causing climate effects concludessmoking of amessage with health),Gore all on that solutionsthe we need to ofclimate creation the change skepticism with thehistorical ofskepticismcreation the about skepticism (and this is donewith a study of scientific and newspaper articles and paralleling scientific disagreementclimateno is about it is change that affected the this but industrycreates that there that out pointing rather or time, last the for skeptics the on taking After istake to us out of the boiling water.) is beGore need this rescued.(Isuppose to rescuingwe too predicament, hand that posits that with mentality the of frogthe and, pointing gradualnessthe to climateof our change sit will until, surprisesus,itthere isAnd collective Gore rescued. then he our It compares mentality pot. the leave not will boil, to brought slowly is that water in sitting when that, frog a of example commonplace a using by explains Gore thinking’ of way ‘the culprit, third the – rhetoric environmental to new is nothing is used) itway the (or technology and overpopulation on blames While will. political of lack the or thinking of way a called be could what finally and ‘habits’ of by change accompanied is not that revolution technological and scientific and namesearth” are causing the that threefactors this collision – population growth, and civilization our between collision a witnessing are “we that saying by story his up sums He information. presented the of representations visual and findings scientific various by up life, hisclaims still backing non-human and human both to consequences resulting the discuss balanceis easily that disturbed by smallestthe changes.He then temperature continues to floods, forest fires, melting glaciers and how these are all tied together in a fragile climactic 24 we buy. CEU eTD Collection Day- moviethe June2009, 5, premiered around globe.the was It shown simultaneously in same from isThat France. day story the justthat United- the But Nations World Environment of being France's second political party (Lucas 2009). theresults of electionsthe on where made ecologists anunexpectedly high andfell score short moviethe that screeningexpressed concerns commentators may have had an immense effect place film aweekafter the Elections took European premiered andmany political estimatedmillion 8.3 of people sawthemovienight that in France (Lucas 2009). The manysimultaneousand a Francetheaters on broadcasting 2national television channel – an with squarebut an the freeestimated people to screenings 20,000 of moviethe offered by giantscreeningopen-air Champ-de-Mars inof on Paris. heart the This public screening drew premiered dangershumanthe planet activities Earth, inabout to Bertrand, France pose with a On 4.2 Home finally writingand tocongress andmore, if theywalking don’tor listenbike a – runningriding or for congress! transit mass using and less driving energy, renewable to switching cars, hybrid bulbs, light appliances, electric efficient more using by change are reminded againit’s once all that inhands. our Wearegiventhis start advices how to on And from those lowerthan film 1970. as the justthe ends andseeing we start the credits, we emissions projected in the years.percent words, 45 50 theIn nextother for year 2050can be efficiency andvarious other can emissions (their) GHG lower U.S.) our techniques,we (the by efficient use more electric appliances, light bulbs, by cars, switching green energy to sources, June 5, 2009, a movieJune 5,2009, entitled “Home” by the famous French photographer Yann Arthus- Yann photographer French famous bythe 25 CEU eTD Collection (Lucas 2009). languages,while you canalsowatch moviethe originally dubbed in 14 different languages numbers".Going further in greatest reaching wide audiences, subtitles areavailable in most We needaccessible andpowerful platforms like andreach YouTube Maps Google the to survival. of issue the highlights it because important extremely film is this by carried message global media andaglobal public samethat press at sphere,conference that"The stated indollars,but audience figures”. Healso, recognizing of internetthe power the as a both conference held in “Thebenefits May Paris2009: on 5, of this film incannot becounted burned toDVD, etc., without restrictions if not altered or edited. As he said on the press as many shown to people aspossible, meaning that itcan be distributed, copied, uploaded, Yann gave Arthus-Bertrand sites. thecopyrightsThe director up filmso the torrent could be illegal) (and legal and internet numerous on download for available also is it but YouTube, movieisanyone view.for free to Online, film the the can be seen anytime, from any place, on copyright, no Having web. wide world the – is which home permanent its to moved movie the screenings, public and cinemas in television, on premiering After cause. its and film the channels have also and been fivecreated enable are to Maps Google public the that support to YouTube four further, even go to viewers allow To story. the of end the not still is that But largestfilm release in history (Lucas 2009). screenings in 70differentday, moviethe that countries on the for broke world the record Blu-ray formats, backed by 81 television stations who the moviebroadcasted and outdoor andBlu-ray discs.With simultaneous release in across 181 countries 5 continents in DVD and by cinemasbroadcasted numerous thetelevision world, across channels and releasedDVD on 26 CEU eTD Collection computer graphics. They computer are filmed in day present in places atmosphere, exceptfor the that, volcaniclandscapes and an atmosphere devoid of imagesoxygen. the Yet, wesee arenot The movie beginsplanet. We seelife before our and on hear story of the barren occurred sufficient. crucial"a "delicate but natural balance withand noorganism how each other, can be self- documentarythe throughout is linkage—how that of all organisms andare linked Earth the in planet of the fate the and repercussionslong-term all on its inhabitants. A theme expressed fragility. tellsand the story visually us It dominant how we,asthe documents species, have delicate beauty of and grandness Earth’s ecosystems the butalso their captures It Earth. Synopsisof Home 4.2.1 less than a month ago. it downloaded I since members family and friends 5 to movie the of my copy passed already distributedamong friends thus reaching much audiences. greater Having said Ihave that, movie(or downloaded,once the be movies madeishere that, to inpoint begeneral) to tend directlymovie the stream to unable and speed fromconnection internet YouTube their by limited are myself, including thus left only with andthe optiontorrent of downloading internet various from downloaded been has movie the manytimes how count to impossible sites, it. Another that importantcombined views alone on YouTube (statisticsnumber from AprilYouTube, Although8, 2010). itis million 20 around with off, paid have to seems audiences wide isreaching in effort surely this All well above the YouTube count as many people, Home is a documentary which isdocumentary a chronicles evolution the of life and of presentday the state 27 CEU eTD Collection our future and the future of the Earth. Our home. We quantify (un)quantifiablethe andleft are make own judgments to our of what it means for internalize we have numberswhat the of been watching percentages andthe in lastthe hour. with climatedo haveAnd change.who to least in endthe wearegiven harsh facts. We melting how glaciers, rising sealevels and changing are ravaging patterns weather people the others’ that we often talk about but rarely get see. to And we hear their story. We see and hear threefold in thelast60 yearsrise. andcontinues And inequality to sodo gaps. We see ‘the ‘fossilbased on and cities by floodedwater’, ‘economic refugees’. The population increased Landscapes devoid life, of riversunsustainable depleted of water, practices of agriculture We price Earth. see the thetrue on of progress. andwreak our havocwe destruction the documents movie the photography aerial frightening yet beautiful, With this. shows film the of hour remaining The generations. previous all than lifetime, one in years, 50 last thefilm.of We (humans) have managedchange face the to of planetthe more radically in the main theme the comes Here inhabitants. all its and planet whole the of but humans- of just fate the not again, yet transforming, follow, to soon was revolution industrial the But fate. human visualizes,and importance the of agriculturalthe about revolution and it how transformed the longesttime, human The movie the search for food. historyof here constant tells was that us, It took 4,3 billion years of shapingevolve. All the way homoto sapiens. The wise man. Us. the planet forand howthey transformed the atmosphere and provided conditions for all humansfuture organisms to to come into volcanicof edges springs. We hearof their essential role in theevolution of photosynthesis being. And forallsingle-celled energy way the Earth, heat to the of the on fed that thealgae developingthe at beginning wewitnessthen the of natural the andhearof world, story single the cell organisms haven’tchanged much and just wholeas the look planetdid some billions of years And ago. 28 CEU eTD Collection we waiting for?“ solutions are “We know the there today.We allhavethe that power to change.Sowhat are moderation, intelligenceandsharing” testify toanew awareness and laydown markers anew for human adventure based on alreadypractices Practices inand present experiments world. the are “ that sustainable about tells and documents movie the minutes, last its In pessimist”. a be to late moviethe What its leaves end isseveral uswith – “It’s timestoo amessage towards repeated . And we are left with one final thought: 29 examples that CEU eTD Collection in how they construct the ethos of of characters. these ethos inthe they how construct significantly differ they but scientific, essentially is which story, the tell to nonscientists employ They samethe effectivenessbethe are told. in to to contributes story of the they that both Both of Narrators 5.1 Ethos in in between distinction a making difference, narratological this of us remind (1988) films. two these in differs moral or (Shanahan and Still, McComas events 1999). the of temporal recounted structure the unfoldin alinearfashion, even or andare often, always, usedwhen teaching aparticular lesion occurred’’. . (Labov 1972, pp. 359-360). In lay terms, narratives can be defined as stories that experience by matchinga verbal sequence of sequenceclauses the of to events which actually . differentsomewhat Narratives are a‘‘method from of another. recapitulatingone past Both T C RUTH HAPTER Home An Inconvenient Truth An Inconvenient Home Home ) and ) A and and ND sujet 5 An Inconvenient Truth An Inconvenient H An Inconvenient Truth An Inconvenient (used in – OME R , chooses how to order the events of the story. Barton Barton and Barton story. the of events the order to how chooses , Home HETORICAL An InconvenientTruth employs a typical chronological time sequence, whereas Gore, employ narrative types of communication although communication of types narrative employ make use of narrators whose ethos significantly whoseethos make useof narrators A 30 NALYSIS OF ). A N I NCONVENIENT fabula (used CEU eTD Collection strengthen thepersuasivenessstrengthen of his environmental who do for those communicatorto character, works this beliefs, and opinions political Gore’s share who those for While context. makesethos whole the this necessarily rhetoric situated but particularlycolored, in US the Inconvenient Truth An ethos. advancesfurther Gore’s certainlya Nobel prize,Al Gore has an effect on people watching film the nowadays and familiar with this, factthat the audiencestudio film andthe audiences filmsaw the who right after it’s release were not speechesclimate about al. Although2009). changeet theworld (Spoel across the original ratify, to (votingnot 95-0) hepublished and books has given thousands of presentations and of the U.S. delegation that was in Kyoto and signed the Accord which the U.S. Senate decided particularly issuethe climate of Rio for the was there and to Summit,Gore change. he was a part environment the about questions to in politics, while time his of most perhaps dedicated, indeed he has that and Al Gore to new isnothing concern environmental the that now, by that know if didn’t realize, and questions environmental in involvement political Gore’s from politicalthe as a‘retreat’ depicted alsomakes arena. It rather up on surewecatch is what but ‘fall’ a much so not well, and, rise his of picture a painting knowledge this with up somehowmiss managed who those to his careerasapolitician, film the makes surethey catch For publics. global of majority the also but public national the to familiar only not is Gore politician.Having Vice President beentheU.S. for 8years and twice thepresidentcandidate, the majority of audiences are notfamiliar with, but what they are familiar with is his career as a While is apublished Gore environmentalon anda speaker author issues, this is something that 5.1.1 AnInconvenient Truth relies greatly on Gore’s situated ethos as a well known public figure An Inconvenient 31 Truth won two Academy two won andTruth awards earned CEU eTD Collection friend ofminejust broughtbacksomefriend pictures ofwhat's goingonGreenland rightnow” LonnieThompson,studies ofminesaidin1978…”; “A glaciers”;friend, friend “Another “A propose measuring carbondioxide”; professor namedRoger had a Revelle who“I late CarlSagan”; was the first person to issueshe tells these scientists on –so us. knowledgeableclimate about changehe is but personal friends with the leading experts and makehe’s story the tellingto evenmore does credible.only Not is himself Gore audiences watching film. the while confirms Indeed, Gore stage, but all on traits good of these knowledgeableengaged, andself-sacrificing citizen ismodel aperfect and an inspiration the to a concerned, of character Gore’s words, other In goods. forinterests personal greater a littlewere andreflectiveconcerned bit moreharder, and willing sacrifice to some of own our one of us, but just a littlewe can’t say that we all traits allhe possesses Heappearslike words good do. these of other bit better. Indeed, whatself-sacrificing, wesociallycommitted, experienced,concerned, knowledgeable,too reflective… in could be if we workedWell,maybe bit a different seems wehearand from see,Gore stories in the be driven, a that, to little bit –hisaudience. us of anyone than different much a mannot is Gore that show to life serve all him audiences.the Images to from andcloser stories his childhood,days andstudent family By telling us (parts of) Gore’s personal life story the film attempts‘humanize’ to him and bring refer to them them as ‘friends’ referto is him when taught he who mentionsuse crew a to stage how the 2 opinions about climate change (see for instance the study of Allen is correlation where there between problematic a political strong context in US the views and particularly be to out turns This motives. political his as well as claims environmental his of ‘truth’ the about skepticism introduces itbeliefs – and opinions those share not Yet one of the rare examples speaksof rare the peopleGore he of one where has not with worked Yet does but “a friend of mine justcame of back from Kilimanjaro”;“a friend ”A friend of mine, Tom Van Sant”; “My friend, the friend, Tom VanSant”;“My ofmine, ”A friend 32 et al. 2007). 2 . CEU eTD Collection scissor lift. After all they are just technicians, and being friends with them would certainly not certainly would them with friends being bolster his scientific to and work ethos. and authority character’s the technicians, just are they all After lift. scissor play. pricethe of remindingat so does authoritative but us of powerdistancethe and inequalities at bolster hishim and ethos portray character’s to changes) indeed works as credible and use (the techniques,of lowal. angleas Spoel et out pointed (2009) and shots dynamic camera audiencesthe feel special,makingbut himself even more special) and indeed some camera is the firsttime incidentally that anyone“this outside of that a small says he group when of scientistsinstance has seen (for this image” - making techniques rhetorical some with coupled This, climate about know changeand to it furthermoreneeds science what (not) (Spoel et al. 2009). alsobutassumesof, he of role deciding the wasapart publicthe what understand can(not) that audience the from away only moves not so He own). his beyond not (but comprehension audience’s the beyond is relationship the that stating implicitly thus relationship this of explanation simplified a give to continues and but…” complicated “very is two audiencetime,the flux relationship says over thatthe the to of CO2 andtemperature between the shows that graph a presenting while Gore, when is position this compromises further What wouldn’t needthis lecture,would we?). many friends leading whoare in experts thefield climate of change science (otherwise we being‘same of Gore or audience.the’ as’the of ‘one character We certainly the is have don’t so compromises it what but trustworthy, and credible more seem story his making on effect has evidence seenthe science,alsobecause Gore but himself. Indeed, this certainly has an changescience only-firsthand. not So is this science crediblebecause climate -it’s and trustworthy of domain in the breakthroughs scientific witness to Gore allowed friends these of All 33 CEU eTD Collection illustrates the authority and strength of his character’s ethos (Figure 1). The image of Gore in front of his presentation analysis.the screen towards thenecessary in passing themessages on of end of the film perfectlyyetseemingly byfriendly, so coincidence. ethos was constructed is Such in character not fact audience the in what is essentially a teacherly-preacherly manner.thisBut highly authoritative, moves away that one from audiencethe and in reality ends up is ethos, communicator his environmental strengthen further that techniques various and ethos While madeparticularly combining character of Gore’s ethos the powerful, situated astrong the general public’sto ‘capacityunderstand’). to is adapted that one version, ‘simplified’ a - course (of other public) (general the to (scientific) one from information pass-on to attempts model flow information instrumentalist validate seemsboundaries processes; discourse and the to in (samethe old) rational- communication two-way instigating and another one to closer them bringing than rather than bridging rather discourse communitiescharacter, in wayserase their boundaries; as to audiences, wearestill reminded endthe of day at the he is that us. Thus, this quite superior to While have been attempts humanize made to the and bring closerto character Gore’s An InconvenientTruth 34 informing , as will be discussed further in further discussed be will as , , rather than engaging, than rather , CEU eTD Collection extraordinary story, which isyours, anddecidewhat youwant todowith it”. told how theytelling same the in story 14differentthis who told languages, person is.are not we We are not voices familiar other those all or came French, in Gamblin Jacques or Spanish, in story same tothe telling knowHayek Selma woman wise or inEnglish story the telling thisClouse Glenn sapiens homo of voice familiar the for Except story.film. the during them see to get never we as is it who know don’t We are juststory is onetold of us, same as youto andwatchingwe hearwhen Home.we start telling first person The words the These are usthe me and everyone else who is watching the film. “Listen to me, please. You'reBut like me, a Homo sapiens.we Awise human.” Home 5.2.1 Fig. 1. The climate change ‘prophet’ (Source: Still image from thefilm) 35 “listen carefully tothis CEU eTD Collection narrator’s ethos greatly.This ethos alsoholdshowever, section, bigger of the one narrator’s rhetorical accessible way above all,of recounting and, imagerythe follows that story the enhances the the both but from, comes knowledge scientific narrator’s the where know not do We amystery.” remains Life miracle. A hundredthperhaps? Whatdowe know about thebondsthatlinkthem?TheEarth is a “ sciencealthough not assuch, by saying: deficienciesto even points out The narrator of scientificcurrent been so. told knowledge, least heis wehaven’ta scientist, at She or perspective. or not anoutsider ways,take seems to accessible and substantive in both this discussing narrator, the societies, human of history the and history life’s of story scientific pure a telling although hour, an half first films’ the In planetand societies, aswell as questions of ethics and moral, lay andthe public. who knowledgeably talksscientific thenarrator, of between issues and history the of our some socialerase hierarchies of identification to degree agreater attempts forward and put sciencebetween public. andthe is (social) kind the educators It of communicationleastat that audience,andthe in and that one narrator the doing sobridges the discursive boundaries this is exactly kindthe of communicationwe rarelyemphasizes that that see, one equality of and even ‘believe’ used to require inwe areso to order However, that thestory. authority, in anycolored for some itway maylack by of narrator, the to ethos situated prove the producing listen anaudienceispredisposed to story more the so openly, that to asitis not apositivehave both andanegativeto arguably effect the out audiences.on turn Certainly obviously voices,recognize of the indeed who those in for famous used than Other actors, film,the there is no preexisting, situated ethos, attached to the narrator of What dowe know onEarth?How about life many species are we aware10th of them? of?A 36 Home . This can CEU eTD Collection natural natural evolution reaches humans of says first for the time, narrator the story the When film. the of rest the throughout appear to continue will that problems we know that the narrators knowledge of knowledge from presentcomes of the hadwhat (s)he narrators the seen andthat know we believe knowingknowledgeday, before comes present from, wherethat story not the the now accompanied samecan seethe by visual things.we too Whileevidence, that so we justhad to have seen houses“I producing theirowncatch”, energy” have seenfishermen who“I have seenagricultureonahumanscale”, takecare what they by ethos talking of things(s)he has seen: that “ film, endof the the her/his bolster tries to further towards narrator the part, second In the with both religious and naturalisticlost is people. credibility where situation lose-lose a creates rather it for, aimed screenwriters the guessing I’m which situation, win-win a of instead and position narrator’s of consistency God-like perspective may effectiveprove with some (religious)jeopardizes it people, the especially audience, the wherewe, humansin isn’t. are parts Again, narrator butthe while this insider the perspectives, itboth arguablyand outsider diminishes ethos thenarrator’s Although itmightfilm. at times be valuable, to prove the of in gainingrest understanding, abetter givethe to us during times several itself repeat will humanity of spectators all we’re then allwhere we’re ride, humans,rollercoaster then audiences isn’t,the and narrator arebutthe This ‘them’. as humans to referring start and well, as us from humanness that take quickly talkto continue will of version) ‘youEnglish the watching you’re (if – humans’,Close Glenn of voice same the with that (s)heGod?), you, it (Is non-human speaking this Indeed, sapiens. is homo - us than other notsomething else, a something partinto transformed of,miraculously somehow has in ago, minutes theten just sapiens, next couple of lines,Homo sapiens— ‘wise human’— enter the story” but only to 37 I haveseen refugeecampsas big ascities”, “I . The narrator, who was like us, a homo etc. This, of course, is all “And that's where“And that's you , CEU eTD Collection ethos mostly relies on the common epistemic criterion (that is not necessarily scientific) which scientific) necessarily not is (that criterion epistemic common the on relies mostly ethos the Thus, narrative. the accompany that visuals astounding is the most the ethos this supports What one. unconventional and interesting an indeed is in Home constructed ethos The be ‘filmsthe skeptical some people to as to agenda’. large corporations that are mentioned both at the beginning and the end of the film could cause ‘tryingmake moneynot to are and off us’. Still, by itwas sponsored fact that the numerous authority andmoral a high makers the groundto of filmthe who did‘do it not for money’ the has animmenseIt ethos. the psychological impact on people watching it, giving a certain The factthat completely avoid (politically) coloring whole the rhetorical work. official the on seen be can sources these (and publications scientific and (INGO’s) Organizations Non-Governmental International various from is obtained here given information the Although screenandthe on isappears followed by visuals informationthe related to presented. formswould distancechart (that itself and of audience)the lose parts as but simple that text impact theplanet.Thisstatistical our on in isfacts about presented complicated, not technical in a only seeablewho recentdevelopments, humanness those sees presentor or the narrator the of probably,farthen, so hasbeen aswell. story alsothe true emphasizes It (gives back?) the alsobecausebut wealreadyspeaks of knew some these of things having seen them ourselves, s(he) things the saw narrator the because only not that know we and istrue, story present aswell,section is, story becausethe accompanied in parts, withboth visual ‘evidence’ ifso the credibility the bolster can serve to some extent, can see.This,to of we too firstthe what human Home lifetime. This section of the film also enhances the ethos by introducing some harsh some introducing by ethos the enhances film also the of section This lifetime. Home to filmin named the probably been itself, not have sources the site), internet is madesee also freeplays everyone for to ahuge in role contributing to 38 CEU eTD Collection narrative is informed by moral suasion in Gore’s attempt to create public acceptance of climate of acceptance public create to attempt Gore’s in suasion moral by informed is narrative has described ‘particularly explains asthe context’ agonistic which U.S. degreeto the the place, validitythe of climateof science changeand the theory behind it. What Johnson (2009) Truth An Inconvenient 5.2.1 AnInconvenient Truth consequent -what kind, if any, of action do they call for? if any, social isother relation issues? their of problems to these Where and roots the the are environmental these are theme.How issues placed in sociopoliticalbroader and what, contexts their as have films these problems environmental the of understanding social the of light in text the analyze to like also would I but storyline, the of logic, the indeed, and credibility the to adding by evidence up is backed reasoning the how and whether films and two in these told are stories the which in ways the just not with, deal to like would I section this In logic 5.2 Logos-Narrative still yet credible (science) communicator. non-superior, non-authoritative, unique, this of creation the to contribute all peoples, I have discussed) andtruly communicatingglobal to audiences, making nodistinction between emphasizing audienceand the (with equality occasionalthe narrator the between distancing as of indeed couldas asort betaken political corporations-which sponsor coloration), naming of problem the (with coloration political all Avoiding seeing-is-believing. that says aims to inform (and indeed convince) the audiences, U.S. in the first 39 CEU eTD Collection find particularthe of apocalyptic use that rhetoric in is apocalyptic the indeed commonplace rhetoric, the environmental of most I Yet, rhetoric. Finally, allpermeates that abovethe mentioned a rhetoric itson own could butalso out stand riverthe (with etc. obligatorythe syrupy music in background).the reminiscing hearGore see or to dayshisthe we get at spent about home ranch, by in pastures, where river, the by closing and film opening the as well as presentation, the of interludes the environmentappreciationthe for and this is reflected in theaesthetic mostly rhetoric found in visual the is utilitarian ultimately considered be also could What resources. natural perhaps justdifferent in they that call for adifferent, more rational and less damaging useof (renewables, solutionshepresents the energy but efficiencyare in etc.) factlessno utilitarian, position, economics-over-environment the he ridicules when instance for contesting, is Gore that something like seem might resource, as environment sees which rhetoric utilitarian The comes as no surprise that we see so much of it in Gore’s presentation. illustrateAs Johnson data. (2009)reminds us, this is often languagethe of authority so it talks environmentthe of often scientifically, most He using graphs,and charts numbers statistics, to rhetoric. environmental different of mix a uses Gore presentation his Throughout arguments againstclimate change. changescience, alsoexplainsitand and time theattention is that givenrefuting skeptic the to havefar reaching implications narrative on the logic and emotional appeal, andinstead of length and vividness, dominated lecture of the firstthe by part its notice that apocalyptic due to rightto rhetoric, by far overshadowsand emotional the appeal logic filmthe that andthe Nordhaus Shellenberger constructs. were (2007) narrative the second-motivationalboth on implications particular has such as and unique, indeed interesting, part of the film. This can 40 An Inconvenient Truth An Inconvenient is extremely is CEU eTD Collection inaction. Gore at one point raises the question of a blind political system when he says: the overwhelming byaction motivate (certain) to pointing to tries out consequences of rather but assuch, progressivism technocapitalist question, even or overturn, aim to not does democracy” (22). faith its attendant in or ideology the science,on progress of technology, and liberal in reality that influential“the most apocalyptic a wholesale narrativesundertake donot attack of Palmercritiqueprogressiveis roots the supposedto (1996), ideology, they have and also noted Kilingsworth by defined as rhetoric, ecology millennial While order. technocapitalist the “millennial predictfall the images to future use these not destruction of ecology”,itdoes of named have Palmer(1996) and Killingsworth what of category the into falling directly destruction, future of images uses and narrative apocalyptic typical a film utilizes the Although do not, and indeed cannot, specify parties who are responsible for this havoc. pollution,polarbears drowning in ocean…?the Particularly ifvisual andthose photographs imagesbelching sites industrial and plants power glaciers, melting Katrina, hurricane of all can theseto compare imagesthe of floods and and fires droughts the around world, victims efficientappliances and switching‘green’ energy, to writing running or for congress… how ridingbike a when wecan,using public purchasing transport, a hybrid car, using power- or walking they be inbehavior, changes individual tiny our can How apocalypse. this prevent one wonders how the globalthe given to solutionsapocalypsehappen, indeed or to about already happening tells asGore us, is attention much so when or Furthermore, advices repair. on than rather irreparable the on spotlight seen at the end ofrisks the film missing can evenmuch ofanegative,too disaster imagery apathy and asensewords, of powerlessness. other In inspire attempt instead can apocalypse theenvironmental to ‘fetishizing’ of goal,sort this audiences, motivating or what should be the goal, of instigating action, by putting the An Inconvenient Truth An Inconvenient is example aperfect of such whicha rhetorical work 41 CEU eTD Collection question the capitalist progressive culture, we don’t question the politicalquestion the capitalist we don’t question system progressive culture, in facethe don’t of we that sure makes technique brilliant This do. to need we what us tells he right-now, motivateandquickly, acting- us and ready leave start toes our to as we’reon to the theatre to starts late, Gore thisof verge thatit’s terms senseno-time,before justwecome too of to how urgent the problem is.coincidence.no Accentuating makes apocalypse, perhaps,Gore sure we There overstating realize is no time to think,actually narrative Gore’s reaches a rhetoric, very specific itaims goal that accomplish. to weis It needdifferent combining and timing to carefully By act now!oversight. an or mistake Andno is this But justsystem. on the same in that gaps (huge) are there that experience, hisown from out, points but system, same withinthe time us work at to encourages so this falter. Gore political to processes political allowed that system political in the flaws the from resulted told are we which change, climate address to failure political his about laments Gore interludes film’s the throughout but sentence, in this only not that, is here odds at is What progressivism. technocapitalist of rule current the fullyhe in fact – supports for advocates he technologies new the with together despite of what hesays, asheclearly politicalendorses action system’‘faith inlost democratic he has emissions. our needed not seemsGHG that It helpreduce to policies of sets the rather but societies, our of foundations political the not questioning green reduces ethics to the levelthe ethics to reduces of an individual, be whatcould called promoting – he seestheissue that Although asethical hestates (&roots). and political, solutions he in proposed the implications sociopolitical its explore and thought this pursue not does he However, Congress reacted tothatissue.thoughttheywould I And theyweren't.” bestartled, too. storywouldbelieved thatthe cause arealsea changeinthe enoughto becompelling way the in our democratic system,had suchfaith “I our self-government. Iactuallythought and consumerism (which works beautifully with the ‘responsible’ ‘green’ capitalism), and capitalism), ‘green’ ‘responsible’ the with beautifully works (which consumerism 42 within this political system and system political this responsible or CEU eTD Collection emphasizes placehumanity the of within dominant the contesting Nature, bifurcation of it discusses numerous specific environmentalIndeed, problemsonly but of whole.a greater as apart It dislocations. environmental resulting of totality the and environment natural the tell say problematic,of society the relationship least,a story present hasthe to our with that deal not with does anyHome particular environmental faces world issuethe to tries but that Home 5.2.2 as itwas. aspowerful Indeed wemust, it’s for wasconstructed alsoit.coincidence no ethos Gore’s that He hasalife-longit. not – andthat’s experience in his andwecantake thesematters for word problem - so we are told. We doneed not toask this question, because Gore was already there questions in advance.He has already questioned political the systemour the and…that’s not answered already has He again). rise (and politically fail him see to get we that mistake coincidencedemocratic system’. he of‘our a mistake raised question the or that Itis no answers questions these in Gore capitalist progressive advance. culture, Again, itis no political question our not further we do makeTo surethat and societal foundations, our strategy” (41) The apocalypticnarrativepolitical rebellion. is air of an expansive rhetoricaland offensive progressive ina an outsider culture,torisk alienation,andtourge others out intotheopen mark radicalchange,to oneself as needfor apocalypticrhetoricistoimplythe “To employ Warming”: Global to Spring Silent from Narrative Apocalyptic The Ecology: “Millennial in their that of us remind (1996) Palmer and Killingsworth and rhetoric apocalyptic in the implicit is it not, or light into question this bring to wants one whether For apocalypse. the 43 CEU eTD Collection “ that is us tells it things the of one form, text in given is data statistical the When strongly. film, there the of end the humility.Towards with troubles environmental current our filmobserve and the is, however,we can restof that watch the so arrogance, years shapingaims of usour show It planet. the to of billions from benefit oneand evolution of history long a sentencefrom come we how show To Nature. that jeopardizes isEarth explained, place the show of serve thishumanityseems –to very to purpose in as many film’sthe Nature have. In fact, would firsthalf thisan history wherethe hour, of life on positionfrom apart not whole.of of A Nature, a greater part problems. a part humans,We,but are that thehimself1993, 2005) (1962, insisted,essential infilm understanding and solving environmental our held same family” so “ in culminating perhaps film, the during times exists and only throughthe play existence another being role to of iseverything…Ourbalance sufficient…Sharing Earthreliesona in which every being has a “ that told we are later nearly fourbillionyears innumerable livingbeings thathave succeededof one a chain another on in Earth over a link verythe At beginningHumanNature. and of filmthe we hear: “ narrative, as it is in contrast what to the film has been telling us all along. thisThus, very sentence isseparate. extremelyare problematic in film’s of the context the be they cannot calledso, ‘unnatural’ unless weassume Humanthe position the that and Nature anthropogenic effects.As harmful as humanand they actions Nature, areare tremendously to out what this ‘natural rate’ is - we will see that it refers to a state with no harmful species are dying out at a rhythm 1,000 times a rhythm1,000 speciesfaster aredyingoutat than the natural rate” , andmaking message.we hearthe Amessageis, surethat that asBookchin the engine of life islinkage. Everythingis life the engine linked. Nothingis of self- ”. This”. notion of linkage is film.the throughout repeated much Not 44 Our cellstalkthesame language. We are ofthe Today, life— our life—isjustToday, life— ”. This is lamented several . If we try to find CEU eTD Collection linking them all together all them linking anddiversityspecies of loss extinction, standardization and manyshortages, issues, and other water famine, inequalities, social practices, consumer and industrial unsustainable pollution, from well, as (roots) consequences social but environmental, the discussing By progressivism. capitalist modern of notion very the undercuts It implicit. is it but addiction, this of force driving the and root the here name not film does The ‘development’. this of ‘high-effect’ profligacy”. illusions thatproliferatealongwith ourneeds, increasinglyinsatiable desires and ever so “Faster andfaster” happened. bysomething - goes time as in speed only increases that development this along somewhere But before. never like ‘develop’ to humanity allowed us, film shows the as This, Whatcould be identified as a turning point in the story of Home is the discovery of fossil fuels. Rapa Nui, we are told that the story is ‘one of the theories’. of story the film. wehear And when the of final version in the this hear will not you (1995), defensivewhich is reasons, exactly of one Marxiststhe reductionisms by contested Bookchin for built being towns of talks script the of version one while So film. the of version final in the omitted were determinisms historical many scripts, several obtained having that, see to glad particularly was I communication, of type this in unavoidable was determinism historical some Although comprehension. easy an for makes substantive, quite is presented information The chronological timeis sequencethat usedin some that fact Home,despiteof the the not explicitly naming social inequalities and power relations as a core cause of environmental of cause core a as relations power and inequalities social naming explicitly not environmental foundations society’sour of developmentare broughtunder question. Although “attentive to these metronomes of our hopesand these metronomesillusions. The “attentive to of same hopes and Indeed, we became blackthe Indeed, is to addicted drugthat oil,is that coal, andthe is a recounting theme heard throughout the film. Our societies became societies Our film. the throughout heard theme recounting a is , in a world where indeed everything is linked, the very social and social very the islinked, everything indeed where world in a , 45 CEU eTD Collection has grown wider thanever”. combined,italso tells “ usthat lastthe 50 years,transforming itmore radically than all previousthe generations of humanity While resources. documenting environmental the we have planetthe havoc that in wrackedon these to access having no but countries rich living inresource currently poor world’s the alreadyare refugeesflooding that world’s the cities by millions.the economic talks of It the 50 percentof also but change climate from result would that refugees climate the about both talks Home problems. environmental by the caused and causing both are that problems social to given is attention Much one. ‘environmental’ an just not is Home in discussed Home utilizesso) anapocalyptic gesturing rhetoric future disaster. apocalypsethe But continue in sameto the are manner.Like (m)any environmentalother rightfully (but rhetoric andits planet fragilethe ecosystems, we aregiven scientific projections if for future- the we film,the endof the we haveafterTowards indeed seen what we have and done aredoing to depends on nature more than Dubai.Thecitymerely follows themodelwealthy of nations”. Dubai: is relationship is alsoreflected Nature with inmodernity’, lines the total that to ‘totem the about exploitative and oppressive consequent the and Nature from bifurcation (further) humanity’s neoliberal,the that The notion technocapitalist modedevelopment of is driving the forceof the world'sof population” humanity's history. Asaprivilegeofpower,this mineral wealth 80%of isconsumed by20% “In thenext20years, moreore will theEarththaninwhole beextracted from of aggravating environmental dislocations. problems,effectively it unsustainable andthese their to relation to points practices further “Nothing seems furtherremoved fromnaturethanDubai,although nothing The logic disaster of predictions discussed in Home does not In [these same] 50 years same]50 the gapbetween[these In the rich and poor 46 CEU eTD Collection sentences wehear in film:the suggested.Thisauthors is Schlosberg,other of Zizek made andahost clear in of one lastthe Monbiot, Liverman, Dryzek, Chiro, Di Darnovsky, Bookchin, likeBenton, rooted, Socially rooted. more far are which problems environmental our solving of beginning the only environmental problems.They are justtechnical solutions, indeed necessary but and urgent, energyenergy efficient sources, appliances, recycling…these final the are not solutionsour to as solutions itspromises” has notfulfilled “ problems. our of root the as progressivism capitalist question and to out point ecology, millennial of narratives described Palmer and Killingsworth like does, of climate pointing change, furtherCO2 and greenhouseHome than goes other gases. It to science the indeed and issue the discussing substantially While contexts. social and broader in them placing and oneness, as totality, their in them observing to issues environmental specific audiencesstrongly the engage andto shift dominantthe fromdiscourse of dealing that with sciencethe audienceseducating behind about environmental issues, of rhetoric Home the aims than Rather considered. is communication this of aim and form the when compromise creatingterms of informed andindeedin public educated onscientific issues,problematic thisis seems a justthis While claims. its of truth the in audience the persuade to imagery strong with creates it that appeal emotional the on strongly relies also Home documents. movie relies onbut ourthinking our guide ability to predictions scientific uses It tomade. seewere theprojections these logichow of these predictions claims,these of merelyas it gives thesepredictionsany without fromreferenceexplanations or as to the past and present languageuse the to of science attempt persuade the audience not to does inIt used. are truth the that eventspredictions scientific dominant that the exactly is it thealthough science, through persuade An InconvenientTruth it tells us. While advocating for the same technological same the for advocating While us. tells it does in the end, Home does not stop here. Renewable here. instop does not end, the does Home 47 Our mode of development Our modeof CEU eTD Collection and to what they they what appeal and to to. significantly indiffer how they problems environmental the construct they how to back going Both understanding of environmental issues (Spoel al.et 2009). asakey dimensionunderstood in creating engaged and committed forms of public morally audience,the engaging to them in issue the as whole beings, could be pathos and imaginatively culturally, emotionally, appealing By right”. own its in knowledge-making rational understanding a “powerfulpoint andeven,p.71) out, al. as Spoel (2009, et form of inpresented such environmental effectthe strengthen to communication, of sothe acts pathos avoidthem. Indeed,instead of being from detached rational understanding of informationthe they that may hope will create and be avoided,occur creating commitment inact waysto soto inDoomsday scenarios created such narrativesengendersuch both scenarios fearfuture that those employingparticularly those apocalyptic narratives such as both rhetoric, environmental most to part integral an is appeal, emotional the or Pathos, Appeal 5.3 Pathos–TheEmotional themiseryothers?”from of human solidarity, separatebreak thechainof peoples and protect the happiness ofsome human behavior. Wehave of shaped the Earth inourimage…Must we always buildwalls...to Wemustbelievewhat thefacts. we face “Let's know. we that havejustseen is All a reflection An Inconvenient Truth An and Home rely greatly emotionalthe on appeal but they create, 48 Home and An InconvenientTruth . CEU eTD Collection tradition ofenvironmentaltradition The samerhapsody 2009). (Johnson effect, perhaps alesserto has particulareffect American on audiences draws from asit and centralizes Americanthe childhood landscapesandthe of andof us. Thiswe wereapart indeed apart were (are) that own our of us reminds closing, and interludes opening, film’s the at farm family his watching splendornatural as well of belonging. as those sentimental Gore’s voiceover while we’re samethe time at appealsfeelings rhetoric The aesthetic to of spirituality, appreciation of mindset. By notcontesting such a view of Nature, he in fact endorses it. receive message the to in such away,relying already their on present, developed, utilitarian explicit,rhetoric audiencehethe on being in counts fact (U.S. main the audience he addresses) devastating consequences the of climate change.While made hasnot this Gore utilitarian utilitarian rhetoric is in fact interwoven in the apocalyptic rhetoric where it is our comfort, our way of life,use value our of environmentthe comfort, our is it where rhetoric apocalyptic the in interwoven fact in is rhetoric utilitarian the such, as centralized not Although comfort. and survival personal of emotions (selfish) technocapitalistprogressivism and individualistic the westerncultures, appeals strongly the to in present also rhetoric, utilitarian The modernity. for appreciation and commitment our to appeals It progress. technological and scientific and science for commitment and love in, belief our to appeals It of stoicism. emotion very the to appeals it in fact, – unemotional that all not is it that observe to right graphs, and charts images,is somethingappeals that rationally, in a sense, Johnson(2009) was Whilescientific the where‘environment’ rhetoric, is andis usedover ‘nature’, depicted with 5.3.1 AnInconvenient Truth and ultimatelysurvival our is by that threatened An Inconvenient Truth An Inconvenient 49 , so very typical of CEU eTD Collection predicted apocalypse. It can apocalypse.allpredicted It be Weareall lost. by the threatened all is it nonhuman, or human collective, personal, something it be for, care you isit that Whatever be enough. to appeal emotional rhetoric’s other findthe didn’t who and hearts minds the effect, emotionalits captures own own appeal that of all people those its has but others the all amplifies and complicates only not rhetoric apocalyptic the Finally, environmental rhapsodies. of versions own all our we have for nations, world’s the of rest in the echoes extent, examples how emotional, non-rational, can be put in line with the rational. Indeed the whole the Indeed rational. the in linewith put be can non-rational, emotional, how examples isaimsit It possibly that for. outcomes one of best the those actions, exactly those towards Truth An Inconvenient is still fighting for salvation our – then that salvation must rest exactly where he tells us. of having this knowledge and failing to pass it on to enough people… if he is If thesituation sees it. sodire, still, soserious, still andGore Gore where located after decades has hope, if he this salvation for hope ethos, is precisely andconstructed situated both Gore’s of result as a we have been that than scared andfrightened.motivated far andencouraged less (shorter) And potential of apocalyptic capacityappeal rhetoric’s emotionally to is realized, despite the fact full the rhetoric, ‘salvation’ the with ethos Gore’s By combining hope. tremendous offer enthusiasm despite all his knowledge and decades of failure in ‘getting message the across’ – hisobvious so, more even and, discusses (briefly) Gore that solutions the Both predictive. beirreparable of rhetorical if rhetoric the would ceaseto itthat was taken as inevitable or be madehasimportant to point and that one Cox Robert (1982)discussedthat pointing out tells us. We need not lose – whatever it is that we don’t want to lose. This is an extremely not only not emotional a strong produces appeal,directs but this appeal 50 affected. But we stillBut affected. have a choice, Gore CEU eTD Collection living on our planet. And it reminds us that in a world where everything is linked – sharing is sharing – linked is everything where world a in that us reminds it And planet. our on living is living non- all and of that linkage the emphasizes It Self. the of extension the but Other the as not beings, andnon-human human other as well as ‘environment’, the seeing emphasizes their This of separateness. understandingcontestation has far reaching implications. It to Nature is inNature fact reflectedto in the film’s imagery. One of key the massages analyze needsone to narrative the aswell. differentthe fully planet, of to our corners understand emotional the appeal bycreated ‘all’ documented he has that fact the and Arthrus-Bertrand Yann of abilities artistic the to due andaesthetic visuals rhetoric the into similar Earth, of splendor natural the for appreciation and belongingness spirituality, when picturing eithershows satellite nature images (Figuretoo are 2)that Earth the of astounding visuals of This distinction in how distinction This everything by and rhetoric visualsthe constructed and of The emotional appeal Home 5.3.2 be combined, and strengthened by emotional appeals,work together to towards a single goal. rhetorical work of . One cannotprosper at the price of another…notin the long run. An Inconvenient Truth An Inconvenient Home Home Home Home (strongly) appeal aesthetically on their own, instigating feelings of feelings instigating own, their on aesthetically appeal (strongly) attempts to create is quite different than the one just discussed and is communicating is that of humanity’s place in Nature or the An InconvenientTruth An InconvenientTruth testifies different, how can even rhetoric opposing, 51 An Inconvenient Truth An Inconvenient An Inconvenient Truth An Inconvenient , yet more strongly and further reaching further and strongly more yet , place humanity (society) in relation in (society) humanity place on the one hand, one the on . Although the Home CEU eTD Collection solutions that the filmthe solutions that advocates. hand,itgives personal other On the images picture. reflect personalistic that the of Gore imagesshows close up or assublimeof Nature, Nature (Figurehumanswithout 3), in the from humanity detaching thus planet that on beings human see to us allow don’t and ‘distant’ Fig. 2. Satellite images used in Fig. 3. Nature as sublime – An Inconvenient Truth. An Inconvenient An Inconvenient Truth An Inconvenient 52 (Source: Still image from thefilm) . (Source: Still image from thefilm) CEU eTD Collection is by threatened collectiveour humanity with its myriad is of life that source the our (social)Nature of of issues, and andpart emotional strengthens the appeal narrativethe engaging that creates, of usboth as a part collective our is it indeed planet,societiesthe on seethat butnearenough wrack to our havocthat see the to enough on those images giveand an“objective” us to enough view of planet,we can the butnearenough that see people see them as a part of the planet (Figure 4). In other words, it is far (collective) action. social for calls and being (collective) social our to appeals thus and dislocations environmental functioningof its mode rather and ‘development’) as party the responsible for the The nature of The whole in videofootage Home Fig. 4.The visuals of ’s imagery,with its yet distant-enough close-enough character, action that is producing this harm. Home actions. This imagery effectively points out to our society (or is filmed from a helicopter resulting in that the image is far image the that in resulting helicopter a from filmed is Home. (Source: Still image from thefilm) 53 CEU eTD Collection 54 CEU eTD Collection Inconvenient Truth conclusions and instigating particular type of action. And while actions these that dynamics in andlogos pathos a larger ethos, narrative frame of leadinga particularof set to successfully combine different evenoften contradicting, andtypes of integratingrhetoric, the findings communicated,isit are of but one most perhaps the complex rhetorical that works sciencebe dull, of neednot dry and unengaging even when substantialrather scientificcommunication facts and public that proof isit only Not precise. more be to warming, global of or those problems, environmental about works rhetorical important most the of one be to proves discussions environmentthe about ‘environmentaland our crisis’. in participate meaningfully to able is that public educated an forming in essential and contexts andcontexts purposes anythingthan ecology.They more are, else,differences arising from differentthe rhetorical environmental problems, revealing difference the of what is popularly called social and liberal and Nature Humanity,the about and different the approaches and understandings of different filmsgenres these becausebut of differencethe belongto, in basicthe assumptions the fact that the main themes of these films are very much akin. This is notjust the result of the and As analysis the of has rhetorical Ihave the shown, works conducted Chapter 6 –Discussion Both Home An Inconvenient Truth An Inconvenient are vitally different in how in different vitally are promotes are the same arethe of actions found sets in promotes . and Home and, to some extent, in what extent, some to and, are, from from are, a rhetorical perspective, indeed noteworthy 55 they communicate, despite communicate, they An InconvenientTruth An InconvenientTruth Home ’s concluding ’s An CEU eTD Collection our behaviorour asconsumers Inconvenient Truth problems. environmental of construction broader its of reflective only is communicates that solution broader This reconstruction. it’s – questioning that through and foundations, sociopolitical societies’ our in questioning lays that solution larger and complex that we all have to both produce and consume a certain percent of goods moreand consumecertain this a percent produce of goods we allyearboth that than have to inequalities.indicator, means(GDP) measured by Domestic This Product Gross growth, the social various or degradation environmental they be problems, societal our all to key the iseconomic necessary growth and ultimately beneficialitholdsand that rich both and poor, to fetish”,its “growth - relying rather or productivist on the ethic andgrowth, beliefof the that Inconvenient Truth political system andits values andideas In fact, asIconcluded of inprogress. analysis,the init factpractices, only existingquestions governmental policy wholethe and (American) not seem,certain that points, at may it although For systems. scientific and economic social, political, current within crisis this mainstream environmentalism, discoursemarketof presumeswe can that that one deal with By environmentalnarrowly our constructing crisis, Problem Solution toanInconvenient Inappropriate 6.1 An behaving. and being our consumer is(today’s)of being, that justa part forwardand discussions puts of the totality of behavior asconsumers. for chapter, Home they are just a part, urgent indeed, but just a beginning of a much more constructs environmental problems (those of global warming) as caused by caused as warming) global of (those problems environmental constructs endorses this political system based upon the capitalist progressivist notion this political capitalist progressivist system the based upon endorses Home (and producers), and (and therefore producers), offers solutions which rely on our An Inconvenient Truth An Inconvenient sees the problem in our behavior as human beings human as behavior in our problem the sees 56 An InconvenientTruth contests current political and economic and political current contests participates in the , where Home An An CEU eTD Collection and walking),if friendswe tell our this about movie so they can go andbuy (and this iscar only until someone develops afully ‘green’ car…then we can bicyclethe forget ways that willin allow exploit will us exploit to but longer. But hey,other, the CO2 levelseach with will and be down. environment our with relationship exploitative same of all, Worst victims these of taking wewill care governmentsits poor. not or still have the irresponsible be still will there and refugees’ ‘economic more and more certainly but will there still be will disease,there still one, be refugees,(as many)of not perhaps ‘climatelack refugees’ or religion disability, mental or physical sexuality, nationality, their skin, their still killed sufferbe getting people madeto because or of who they because are, of of color the people dying hunger of whileis wheat feed usedasstock for ‘alternativeor fuels’, therewill Mind you, there will still be hurricanes, tornados, floods, droughts, fires, species going extinct, climatehave worry about to we won’t change.emissions that enough decrease CO2 to of to according is, solution The howbut else are youintoget goingcongress?). to andsee it inin theend atheatre, ifto we buy buy electric appliances, if we buy what on ‘what’ in the while accentuates So his atmospheric Gore concentration. CO2 all“It depends ifperpetual growth, presented on a graph, would surprisingly look similargraph that of to economics, this if mustneverThis further stop developwe are(which andgrow. we must) to and againlast, the more of itnextyear (Robbins samethe And 2009). capitalist according to electricity is that ‘green’, if we buy we buy” - what I believe he truly meant is – what we buy energy efficient light bulbs, if we buy if we bulbs, light efficient energy An InconvenientTruth a bicycle and, sometimes, ride it instead of driving a driving of instead it ride sometimes, and, bicycle a our way into congress (okay, he didn’t say that, 57 , that this will all, combined, cause the cause combined, all, will this that , more efficient cars, if we cars, efficient more . If we buy it or buy itor more efficient more aticket CEU eTD Collection growing needs of ANDresource inequality gaps. poverty plays that role that the in natural or resulting resources population growth in further in Solutions of 1994). cashnexus the green capitalism,through (Foster such as advocated those can beassigned marketvalue, a andithas resulted is in only our Nature that connection to views nature, as Chernomas Capitalism and Hudsonthings? (2007)same point as out, the sum those of its components which ‘protect’ to attempt even – commodities into us, including equilibrium how can (Singer For a system 2010). which transforms everything aroundus, moveandin result usdeeperinto that approaches crises the instead of producing an ecological facing are we that threats environmental of sources the importantly, more and, extent the both misdiagnose They production. of relations social in the transformations sweeping avoid they ‘technical sustainabilityallow changesfixes’ certain to butare only point that the where to models? solutions these notes, (1999) of As ‘green Burkett capitalism’ are in fact just by captured environmentnot capitalist asanexternal the factor treated to and economic often and consumption,transportation of production, wastethat is most often detrimentally returned ideally decreasing, growinglevelthe inherent creation of waste about what – in processes the individual CO2 footprintsomehowand CO2footprintat the our product’s same, thus kept or even if increasethe we presume in that consumption is somehow leveraged by the decrease in ‘CO2matter howthe footprint’ of individual weconsume products is lowered? Furthermore, no upwards emissions CO2 our drive not that will year, each more and more consuming environmentalgrowing continueour ‘growing’ in If we areto degradations. samethe manner, address to accounts many on fails thought, of bit little a just if given ‘solution’, this Yet addressingproblems of global inequality of andariseunequal poverty that out access to of capitalism foundation the to which- is economic self-interest, solutions butthese evade An Inconvenient Truth An Inconvenient , rest on a beliefon , rest ecological that sustainability can be somehow added 58 finite CEU eTD Collection money can be biofuels made on supply to wealthy countries than feed thatwould on food the also inbecause it production food threatens samethe developing because countries more plantwere destroyed in that soy to fororder biofuel (Farigoneproduction al. et 2008),but Malaysia and Brazil in rainforest of acres of millions with case the as such deforestation, the sustainable not requires because vast areasof theirproduction land, contributingonly not to as Pimenteloften, reminds (1998) levelssurpass the us, of ethanol isthat They produced. are requires colossal energy,green becausetheiramounts of production mostly fossil fuels, which countries ‘less foreign dependenton oil’. Biofuels, ethanol, suchascorn produced arenot of biofuels,production an energy deemedsource ‘green’, ‘sustainable’ and thatmakes growing is the problems environmental our ‘solves’ capitalism green how of example Another if, say, large quantities of oil were now discovered within the park’s borders? I wonder… value capitalist would our increaseconsequent How resources? (price) scarce of system react Yellowstone surpassedits value the global asarecreational site dueto depletion and What1990). would happen,ask, if I one of these days thevalue of natural foundresources in approved that the Railroadcoincidentally extend its tracks and build recreational established.site was And park’sfirst itwas, the once who was Superintendant, national if a gained be hotels would profit more that withinand resources natural of theterms in value park’slimited limits (Runte such a decision was made by companythe only landafterwas determinedpark’s itthe had that PacificNorthern Railroad pushed for park’s the establishment. reminds Runte(1990) us that why reasons the and story whole the tell fail to they 2010), (Singer park the of north land was foundedPark in Pacific Northern the 1872, thanks to Railroad which owned much of the National Yellowstone the how of story the telling often problems, environmental to approach While of greencapitalism promoters remind practices’ try to ‘good usof born such out a brother-in-law to one of the largest Northern Pacific largestthe of one Northern brother-in-law Railroad a to investors, 59 CEU eTD Collection practice of ‘green capitalism’ of practice often only most an advertisingthe techniqueappeal to usedto advertising campaigns very usethe ecological and social verbiage. only Not is current the the when even products, dangerous undeniably often and irresponsible socially marketing Baer and SingerFurthermore, have (2008) documented along history of corporations image. original its created Shop Body The which against company the – L’Oreal to sold being company the with culminating responsible’, ‘socially nor friendly’ ‘environmental neither are examples they how of have, image the despite performed business they created, in ways that numerous and Shop Body The company responsible’ ‘socially and friendly’ ‘environmental can be- profit seeneverywhereSinger for concern reminds (2010) welook. us of the That capitalistconcern for the environment, any or of the countless social issues, is in fact only company’ – that is the company of the poor who are unable toafford such an adventure). andclassism European) the (advertising itas a‘safe’, ‘luxury’ trip ‘unwanted andthe without marketingcampaign nationalism on centered (promoting American asfar superior to outdoors Pacific samethe Northern Railroads,that Yellowstone the once Parkwasestablished, used a commercials?),racism their related(founding) or etc. phobias. Mickelson reminds(1993) us humansof suchasnationalism,(weaknesses) classism, sexism (did anyone say beer advertisingguided by principlethe ‘whatever will works’ feelings into often worst the tap capitalist of ethics pragmatic The environmentalism’. ‘nationalistic as (2008) Ziegler by named importantly) (and rightfully been has oil) foreign on (dependence production their for biofuels that fact the neitherthan are ‘green’ Other ‘sustainable’,nor third the argumentused population increase andland useof biofuel for feed stock (Gardneror 1997). production land capitaan acre worldwide3/10 of is per about and continues shrink to due both to fuel availability yearto ethanol one a carfor the (Singer 2010), sameof the grain producing developing those of Whilepoor countries. it 10 acres about of takes enoughland produce to 60 CEU eTD Collection 6.2 A Home WeAll Share… understanding in narrativethe of justice’ movement as well a host of other new social movements. And we can also find such an environmentalism’ assome academicswe canfindbut‘civic narrative do, it in that call the ‘environmentalcan we or ecology’), ‘liberal called Bookchin what (or market-environmentalism We cancall itSocial Ecology as did critical Murray most of Bookchin, the one of opponents between ecological connection the to sustainability out who seeandpoint and social equity. social and narrativeSuch analternative is required. is offered by a number of scholarsboth and activistsalternative different, a sustainability, for struggle the in contradictions other) (and environmental capitalism’s (eliminate) solve and terms to come fully to order In 2010). (Singer localized often most and short-term, be to prove will gains such However, contradictions. environmental capitalism’s of effects environmental limiting, rather or preventing, of pressure, that Popular jurisdictions. political national across split are externalities when particularly degradation, environmental is that externality’ even neo-classical that economic maymarkets has theory recognized resolve that not ‘the and inherentperpetual thus growth sustainability.contradictions to Evans (2005) reminds us socially very irresponsiblethe capitalist to of, with they due its market driveout are born for actually ‘green’,whatever this means, bestill they are unsustainableboth to doomed and new eco-friendly consumers, even cases AND but rare are of the when production products An InconvenientTruth Home . 61 being exemplary, canindeed gains produce in CEU eTD Collection produces more social inequalities.produces Inequalities environmentalfurther aggravate that and on relies both It imperialism. style old from different much that not is globalization style people dyinghunger,disease dueto and lack of drinking than but other the that, new- water), instancefor Lim (see and Shirley 2009). Perhaps there’s less guns and violence‘eco-imperialism’ as (although lessnot this qualify academics some that unfounded not is it nations, poor the of sovereignty the way, a in violating, problem’, the solve and act to way ‘right the as globally of ‘green capitalism’ is by advocated (indeed samethe ‘for’) form wealthy nations andin the imposed solution, capitalist a When violence”. “symbolic termed have 1) (2001, Wacquant push ofmoraland a values and emotionally2010) charged expectations – and what Bourdeu (Singer domination cultural and political also but nations wealthy the by exploitation and domination economic both entails globalization modern The different. much is not globalization market neoliberal the form, current its In 2003). (Howell nations dominant of imperialism, advantagethe to of and extraction of resources production goods arranged both social exacerbate hierarchy. Globalization has, since its firstform transparent of outright they requireboth and words, In other domination another. of people over group of one social and relations social hierarchical to birth give and of out born both are relations production hierarchical capitalist The West-East. the alternatively or divide, North-South the socialnations,between classes, most prominentthey now butare between nations, reflecting The exploiterSuch relations exploited.and areobservable the on producer. local levels, within the dominant the consumerBetween Between and and of people andanother. subordinate. the A capitalistsystem relies indeed of on, hierarchicala set requires, relations one between group expressions of underlying social relationships (Singer 2010). are that processes social through materialized in fact, are, They intervention. human being without into come not do they Yet nature. – rather or environment, our from extracted basedmaterials on often are most are that services… these goods, Commodities,products, 62 CEU eTD Collection modern capitalist marketplace, with its mindless ‘laws’ of demand and supply, and completely and supply, and demand of ‘laws’ mindless its with marketplace, capitalist modern private our world forms than of moral and spiritual regeneration (Bookchin 1993, 2005).The have shaping impact –these interests bureaucratic on afar of greater future the natural the and state bethey oppressions, ethnic,gender, racial, of corporate, the those class or growth and development,countries and peoplecomprehensive atmospheric andclimactic changes,and broadening inequality the gaps amongby definedthe hour, we willsocial mechanism,solelynamely which market, the is poisoning soil, the andair,causing water continue in to fighteconomiccapitalist society has environment, on the comesfrom useof (unregulated a) very the blind the wrong battles.terms, -ifhas noted 2005) 1993, we fail impactthe recognize hierarchical that our to and class, Our ideatogether of sustainabilityachieving as to social equity (Baer andSinger As 2009). Bookchin (1986, 1990, with the (Singerand 2009) 2010; Foster being equallymyriad committed both long-term to environmentalsustainability for struggle united in a justice social and environmental of combining arrangement, is a society truly that Indeed, sustainable canonly be achieved as a justice-based, democratic Reclus wrote: ago, degradation (Bookchin,2005; AlmostBranston 1990, 1993, 2007). 1986, acentury and half of peace andjustice.”(Reclus1868-1869) of the planetwillno harmony lineaments of have unless men are united first in a chorus spirit, Earthwill the never be theparadise The thatintellectuals predict forthefuture. success,withseek, of their boththeirdailybreadhave tonoguarantee andfoodfor so-called honoror,simply,throughpureanger,so reasonslong as of the starving reddened who withthe unfortunate of struggleforastrip theblood of land,for borders between onepeopleandanother,solongasthesoilwhich feeds us is theboundaries as menarestruggling“So long toshift of their property and the false 63 CEU eTD Collection free. And it sets the example by sharing thethat ideas presented in the film with islinked.Nothing islinkage. Everything theis life is self-sufficient…Sharing of everything” whole world – for the rest of Nature. And this entails both personal, but more importantly collective importantly more but personal, both entails this And Nature. of rest the inhabitants. And this is exactly what we sharethiswith planet, each and that therestof Earth’s other haveWe seem forgotten to speciesism. and selfishness collective our and individualism and selfishness personal our Both problems. these into us got what exactly is behavior individualistic selfish Our transformations. messagethe in depends neither “what on alternativeare waysthere organizing andmaking of world But our it less brutal. And this profitand (Bookchin ‘growth’ 1993). ethical,psychological that and emotional havefactors nosay in brutal the of world production, us telling perfectly, this illustrates business’ is ‘business maxim The own. its of imperatives or die!’ (expression’‘grow coined ethical by depend upon not or Bookchin),does butfactors has eaten’ be or ‘eat or fittest’ the of ‘survival of axioms social-evolutionist amoral “ a new human adventure An Inconvenient Truth An Inconvenient we buy” nor on “what we buy [needs to be] [needs to Home . It depends on is trying to remind us of. It tels us that “ based on moderation, intelligenceandsharing” 64 how we behave ”, whichever”, way itis hear you that -towards each other and the engine and . CEU eTD Collection (Evans 2005). such issues,were open to itwould help bridge global-local both anddivides North-South prominentenvironmental that extent the such INGO’s as World Wildlife Fund Greenpeace or To movements. rights human also but women’s, and environmental only not between ground responsibilitiesmost as areshouldered andconsequences by women. Therein laysimpact commonthe in their gendered are programs adjustment structural or livability urban of issues alliancescloser build newsocial other with instance, for recognizemovements. that, the needsto to It needs movement environmental the divides, global-local and North-South internal the overcome also and potentials, its realize fully To movements. globalization counter-hegemonic (potential) strongest the of one paradigm, analysis” “scientific its with and movements social transnational successful most the among considered is movement environmental global despite allYet, challenges structural these itfaces, that Evansreminds (2005) usthat the movements. alter-globalization or peace rights, human women’s, the as such movements social new other with 2008) Chiro (Di politics coalition building to times, many too one closed, been have doors the “environmental”, as counts what defining narrowly such concerns healthas the consequences by of Furthermore, toxic dumps (Evans 2005). local as well as communities, resource-dependent of livelihoods the with concerned all above failed “environmentalism South’s the manyintegrate on to accounts which of poor”, isthe “conservationist” and“global” traditional environmentalthe agendaof Northern has the groups of narrow-mindedness The movement. global strong a into consolidation internal its environmentalthe decades now, For movementhas been facing internal stifledobstacles that Chapter 7 –Conclusion 65 CEU eTD Collection but us ashumanbut beings –bringing as us humantogether beings environmentalists, as us not – us” failed has [that] development of mode “our is it that It posits politics. coalition for door the opens and foundations sociopolitical society’s our about place but even more on the contexts and purposes of this andplace communication. purposes even but contexts the more on takes communication much’ ‘how on only not depend issues environmental of communication issue the of climate change, about educated more scientifically is that public a forming as well as problems environmental While certainly deserving creditfor turning media both and growing publicour to attention runningor for congress. to writing of action political limited more even and products’ greener for ‘demands with our market regulating self the shape to ability (limited) our on relying together perfectly they work fact, In neoliberalism. to strangers no are them to solutions prescribed the importantly – injustice social and environmental both and poverty inequalities, social issues’‘other problemssuch of these as to andtheirrelation socialconsequences and roots sociopolitical the on focusing but problems, environmental behind science concerns. The construction of environmental problems in problems environmental of construction The concerns. environmental enemy of be, should what or very, – the institutions neoliberal with alliances but also openingare witnessing we recently, doors However other allowing alliances,these not societies. of our entering popular discourse, the and arise. hand, Onone alliancesthe and recognition ofshared Italked about causesthat is divisionmeanother seems that it to Yet, within environmentalthe movement to has started An InconvenientTruth Home serves as a testament to this. By this. discussing to the asatestament serves 66 proves that the outcomes of public An Inconvenient An Truth in the needed transformations needed in the Home raises questions raises , and more CEU eTD Collection action to solve instigate it. and problem, this to out point meaningfully to hope in analysis this conducted have I ever faced by threat environmentalthe new,and greatest the perhaps movement.a my judgment, to is, – discourse environmental mainstream a as it “market” to proponents its of capacity the with combined environmentalism reshaping of sort This worrying. endorsementandwas included in school curricula issurprising not should but indeed be very itwas The factthat An Inconvenient Truth An Inconvenient and not and 67 Home which received senior politician’s senior received which CEU eTD Collection ______. 1986. SyntheticOur Bookchin, M. (1962). Environment. NewYork:Knopf (published under the communication. technical in Narration 1988. M. Barton, and F., B. Barton, Barry, J.1999. ______. 2009. andH. Singer,Baer, M.2008. globalization: debate2003. The aboutand H. Gautney, S., Aronowitz, An introduction. In ______. 1967. Aristotle.Rhetoric. 1984. In Allen, R. S., References: Castano, E. and Allen, P. D. 2007. Conservatism and concern for the pseudonymn "Lewis Herber"). Business andTechnicalCommunication Systemic Solutions Production of Harm Production of eds. Aronowitz, S.and Gautney,H. New York: Basic Books. Empire: GlobalizationandResistance in Implicating the 21st Century World Order University Press. UniversityPrinceton: Princeton Press. environment. Environment andSocialTheory Post-Scarcity Anarchism Global WarmingHealth: EmergingCrises andthePoliticalEcologyof and The ‘Art’ of Rhetoric of The ‘Art’ QuarterlyIdeology 30 Journal of . Walnut Creek, CA: West Coast Press. . Malden, MA : AltaMira/Roman & Littlefield Publishers. Littlefield & AltaMira/Roman : MA Malden, . 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