Abstract
<p>This MRP looks at the communication used in environmental advocacy public education campaigns, specifically focusing on those promoting sustainable seafood consumption. Organizations such as Ocean Wise and Seafood Watch aim to educate the public about the importance of choosing ocean-friendly fish, using a variety of communication tools and techniques to achieve their goals. This MRP focuses specifically on communication materials available in the public domain. Looking at the language used by these organizations on their websites, in documents found online and through their use of social media such as Facebook and Twitter, I analyzed a variety of their communications to determine whether they employ particular environmental rhetorical strategies in their public education campaigns. I focused my analysis by using Herndl and Brown’s (1996) rhetorical model for environmental discourse, which is designed to “identify the dominant tendencies or orientation of a piece of environmental discourse” and “help clarify the connections between a text, a writer, and the setting from which a piece of writing comes in an effort to elicit the underlying motives around a text or topic” (p. 10). This model looks at the relationship between three elements of environmental rhetoric (regulatory discourse, poetic discourse and scientific discourse) potentially found in pieces of environmental discourse. My MRP examines how Ocean Wise and Seafood Watch employ deliberative environmental rhetoric throughout their public education campaigns.</p>
Highlights
A number of environmental advocacy organizations are currently working to promote the protection of the worlds’ oceans through reducing pollution, eliminating overfishing and encouraging the practice of consuming sustainable seafood
This paper will examine the strategies used by Ocean Wise and Seafood Watch to communicate the need for responsible seafood consumption and other related ocean ecology issues in order to reach their ultimate goal of engaging their publics in their conservation efforts
Brown’s model of environmental rhetorical analysis as a framework, this paper examined the strategies used by Ocean Wise and Seafood Watch in particular, in an attempt to determine the type of communication they use, how they use it, and whether it may or may not be effective at reaching their audiences and fulfilling their education campaign goals
Summary
A number of environmental advocacy organizations are currently working to promote the protection of the worlds’ oceans through reducing pollution, eliminating overfishing and encouraging the practice of consuming sustainable seafood. This Major Research Paper (MRP) will look at the public education campaign communications of two environmental advocacy organizations that focus on encouraging sustainable seafood consumption (in this context, consumption includes both eating and purchasing behaviours) as one of the most effective ways individuals can change an essential world ecosystem such as the ocean. Brown’s model of environmental rhetorical analysis as a framework, this MRP analyzes the communication of two organizations in particular, Ocean Wise (Canada) and Seafood Watch (USA). This paper will examine the strategies used by Ocean Wise and Seafood Watch to communicate the need for responsible seafood consumption and other related ocean ecology issues in order to reach their ultimate goal of engaging their publics in their conservation efforts
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