Seeing climate change: the visual construction of global warming in Canadian national print media

Abstract

Visual communication is a critical but frequently under-estimated contributor to the ‘social and cultural life’ of environmental issues. This paper uses both content and discourse analysis to examine how visual communication is deployed in print media coverage of climate change issues in Canada. The Canadian case is internationally significant, given that Canada ratified the Kyoto Protocol but has since become obstructionist on the global stage. Our analysis, which focuses on image-language interactions, leads us to conclude that climate change is being inconsistently narrated to Canadians in this regard. While the power of visual communication comes from its ability to blend fact and emotion, to engage audiences, and to add narrative complexity to linguistic claims (and vice versa), we find instead a profound disjuncture between images and text in climate change coverage. In this case, visual and linguistic communication tend to pull in different narrative directions, advancing unrelated and sometimes contradictory claims that frequently confuse different aspects and positions on climate change.