9Environmental multi-modal communication

Semiotic observations on recent campaigns

Andrea Catellani

Introduction

This chapter proposes an analysis of on-line visual communication in recent environmentalist campaigns by Greenpeace. Greenpeace is probably the most ‘visible’ and well-known environmentalist NGO in the world, and it is extremely able to attire media and public attention through images. The basic question of this study is: how does Greenpeace use visual images in its on-line discourse, in connection with verbal texts? The answer to this question can contribute to the understanding of a larger question: which is the role of images (moving and still) in environ-mentalist discourse? This study is a contribution to a developing research ...

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