Abstract
We offer a critical reading of televised weather reporting and forecasting discourse. We analyze text obtained from a US affiliate station of The Weather Channel over three days when a winter front advanced through the United States. Our critical analysis reveals the underlying ideological character of weather representation. We interpret the practice of weather representation within the context of the hegemonic discursive orders of leisure, consumption, capital accumulation, and risk management through the technologization of discourse. Through an analysis of the interpretive practices of a small viewer community, we demonstrate that while alternative readings of weather discourse are possible, they are nevertheless shaped by the technologization of weather discourse. We conclude by promoting socio-semiotics and critical discourse analysis as promising theoretically-guided methodologies for analyzing discourse on the environment.
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