Global Voices, Local Concerns: An Eco Critical Discourse Analysis of Environment Protection Slogans on Climate Day

Abstract

The present study is based on the analysis of globally disseminated slogans related to climate change. The climate day is celebrated on 5th June every year. For this purpose, climate friendly slogans are coined and issued the world over and are adapted locally. The present study analyses the data by employing integrated multimodal research approach. This approach has been devised by drawing upon Kress and Hodge (2006) model of Semiological discourse analysis and Stibbe (2015) model of ecological discourse analysis. The study finds that there are five dominant representational trends namely, urgency, shared responsibility, future-oriented appeals, moral framing, and emotional global unity embodied in the data used in the study. The study also finds that although most of the slogans are propagating universal ecological values, they are also encoding localized issues, cultural metaphors, and region-specific ideologies of responsibility. Besides, it finds that climate slogans are hybrid discourses carrying global and local ecological messages.