Abstract
The premise of this paper is that audiences have become desensitized to climate change communication due to a widespred culture of doomscrolling. The Pique Action media company is one of the few companies endeavoring to systematically counteract this culture of doomscrolling by mediating innovative micro-documentaries about viable climate solutions. The purpose of this study is to examine the multimodal discourses mediated across several social media platforms by the “Reinventing Tomorrow “micro-documentaries of this media company. The theoretical framework combines perspectives upon threat appraisal, empowerment and a social semiotic perspective upon multimodal discourses. The methodological approach combines multimodal discourse analysis with thematic reflexive analysis. Thus, this qualitative study proposes an approach for investigating the complexity of empowering discourses of renewal across several media and semiotic modes. The paper explains how multimodal discursive strategies are employed for accomplishing empowering functions at individual, relational and collective well-being levels through the digital integration of several semiotic modes in the representation of resilient social actors as groups or identifiable individuals. The socio-emotional dynamics of their implicit dialogue with prospective viewers is also multimodally explored. The discursive strategies are also employed for mediating diverse social actions as collaborative challenge - solving initiatives that acknowledge the necessity and efficacy of genuine commitment and involvement. Thus, this study is not only of theoretical and methodological relevance, but also of practical relevance for other media companies aiming to both disclose relentless climate change challenges as well as to promote successful collaborative initiatives across several semiotic modes and social media platforms.
Presenters
Carmen Daniela MaierAssociate Professor, School of Communication and Culture, Aarhus University, Århus, Denmark
Details
Presentation Type
Paper Presentation in a Themed Session
Theme
KEYWORDS
Multimodal Mediation, Discourse, Empowerment, Doomscrolling
