More than meets the eye: a longitudinal analysis of climate change imagery in the print media

Abstract

Images are ubiquitous in everyday life. They are a key part of the communication process, shaping peoples’ attitudes and policy preferences on climate change. Images which have come to dominate visual portrayals of climate change (and conversely, those that are marginalised or excluded) influence how we interact with climate change in our everyday lives. This paper presents the first in-depth, cross-cultural and longitudinal study of climate change visual discourse. It examines over a thousand images associated with articles about climate change in UK and US newspapers between 2001 and 2009, a pivotal decade for climate change engagement. Content, frame and iconographic analyses reveal a remarkably consistent visual discourse in the UK and US newspapers. The longitudinal analysis shows how the visual representation of climate changed mid-decade. Before 2005, a distancing frame was common. Imagery of polar landscapes acted as a visual synecdoche for distant climate risk. After 2005, there was a rapid increase in visual coverage, an increase in use of the contested visual frame, alongside an increase in climate cartoons, protest imagery and visual synecdoches. These synecdoches began to be subverted and parodied, particularly in the right-leaning press. These results illustrate the rise of climate change scepticism during the mid-2000s. This study has implications for public engagement with climate change. It shows that the contested and distancing visual frames are deeply and historically embedded in the meaning-making of climate change. Additionally, it showcases the importance of visual synecdoches, used by newspapers in particular circumstances to engage particular audiences. Knowing and understanding visual use is imperative to enable an evidence-based approach to climate engagement endeavours.