Hegemonic stories in environmental advocacy testimonials

Abstract

Several environmental advocacy organizations have emerged that use narrative persuasion techniques to change climate change opinions and overcome climate change inaction. Written from the perspective of parents and grandparents (particularly mothers), the narratives in these testimonials use socio-cultural values and relatable images to motivate environmental concern. This article identifies pernicious hegemonic themes in the testimonial stories that have been featured on the websites of environmental advocacy organizations and critically analyzes these narratives using feminist and queer theoretical frameworks. Two themes are highlighted for analysis: first, themes about the special knowledges, powers, emotions, and duties of motherhood; and second, themes about the importance of preserving the environment for children and their offspring in the future. The oppressive influence of these particular narratives has been argued at length in previous research. Efforts to mitigate climate change are important, but attempts to shape public opinion should not simultaneously reproduce harmful myths about women and motherhood.