AUTHOR=Jones Madison , Beveridge Aaron , Garrison Julian R. , Greene Abbey , MacDonald Hannah TITLE=Tracking Memes in the Wild: Visual Rhetoric and Image Circulation in Environmental Communication JOURNAL=Frontiers in Communication VOLUME=7 YEAR=2022 URL=https://www.frontiersin.org/journals/communication/articles/10.3389/fcomm.2022.883278 DOI=10.3389/fcomm.2022.883278 ISSN=2297-900X ABSTRACT=

Drawing on recent scholarship in environmental communication and rhetoric, this essay examines the role of visual circulation in digital environmental discourse. We argue that while environmental image circulation is often viewed as an ambivalent, or even performative, practice for environmental citizenship, it is also an important space for cultivating participatory culture online. Adapting a version of Laurie Gries' “Iconographic Tracking” method, we offer three case studies that demonstrate how the digital circulation of environmental memes and iconic images offers important tactics for engaging digital publics that can be deployed by public communication practitioners. Subsequently, we argue for a more nuanced view of image circulation as both a performative and a participatory strategy for environmental communication.