Semiotic analysis of environmental communication campaigns

Abstract

This chapter presents a specific version of semiotics and its application to the analysis of environmental communication campaigns of environmentalist nongovernmental organizations (NGOs). Semiotics is the science of signs and meaning production. It can be a useful approach to the analysis of environmental communication and to the interpretation of complex messages that combine text, images, symbols and other semiotic systems (multimodality). This chapter introduces some theoretical elements of a particular school of semiotics related to the contribution of Algirdas J. Greimas. Some important aspects of this semiotic analytical “toolbox” are presented. Then, examples of semiotic analysis are developed. Particular attention is paid to the hybridization of semiotics with other approaches, such as the contribution of Michel Foucault and rhetorical analysis. It presents a specific version of semiotics and its application to the analysis of environmental communication campaigns of NGOs. After the presentation of some definitions, the chapter introduces a certain method of analyzing multimodal communication materials that combine text, images, and other forms of signs from a semiotic point of view. A particular attention will be paid to the hybridization of semiotics with other approaches like rhetoric and Michel Foucault’s writings. Some examples of applications will also be briefly developed.