Week 6 | Sustainability and the Environment

Visual Culture

JR (2017) Giant Picnic. Mexican-US border installation

Learning outcomes

L01

Demonstrate knowledge and understanding in the process and contexts of interpreting visual material. Show an understanding and independent interpretation of the roles of both producer and viewer in visual communication. Apply research skills in the construction and presentation of a coherent discussion on topics relevant to the course material.

L02

L03

week 6

session 1

portfolio development

session 1 objectives

Week 6 Session 1 Objectives: Portfolio Development 1) To develop visual analysis using the visual analysis framework. [Formal – Contextual - Conceptual]. 2) To identify the producers and the viewers of the image. 3) To discuss ways of engaging and discussing an image’s context. 4) To have one-to-one tutorials.

notes to remember on the visual analysis framework

contextual analysis

This image illustrates the Visual Analysis Framework we are using for the VC portfolio. As you can see, every corner is essential to complete the anaysis; if one part is missing, the analysis is incomplete.

visual analysis framework

formal analysis

conceptual analysis

week 6

session 2

portfolio development

session 2 objectives

Week 6 Session 2 Objectives: Portfolio Development 1) To develop visual analysis using the visual analysis framework. [Formal – Contextual - Conceptual]. 2) To identify the producers and the viewers of the image. 3) To discuss ways of engaging and discussing an image’s context. 4) To have one-to-one tutorials.

session 3

sustainability and the environment in visual culture analysis and discussion

session 3 objectives

1) To study the strategies for communication around the themes of sustainability and evironmentalism. 2) To discuss about the historical creation of unsustainable systems and how communities use creativity to address these issues through activism, fiction, and art. 3) To understand and highlight the importance of imagination in creating a sustainable future.

sustainability as a concept

As we have insisted throughout this term, images communicate, and ideas are spread through society using images. Ideas dictate our societies: concepts such as democracy, justice, work, and money are ideas that make our way of living possible. Sustainability is an idea that has been gaining strength over the past decades. It is not only a principle of action, but sustainability is also a norm of regenerative practices and resource restoration, manifested in and supported by the United Nations in their 17 Sustainability Development Goals (SDGs, United Nations, 2022). Sustainable development has become an issue of fundamental importance for all national and local authorities. Most experts agree that our current rate of growth is not sustainable. In fact, some suggest that unless significant action is taken, we will need two worlds’ worth of resources to support us by 2050.

extractivism

Extractivism refers to a powerful force that influences how we change and use land and resources. It's not just an economic approach; it's rooted in a long history of control and reshaping spaces. Essentially, extractivism involves taking large amounts of natural resources like minerals, oil, timber, and agricultural products, usually for export and profit in global markets. But it goes beyond just extracting materials; it also creates a system that turns land, human labour and ecosystems into things that can be exploited for commercial gain.

communicating sustainability

Sustainable development (defined as “Meeting the needs of the present generation without compromising the ability of future generations to meet their own needs” is both a vision and a process. It rests on the three pillars of environmental protection, economic development and social progress, and involves issues of international relevance such as poverty reduction, climate change and the conservation of biodiversity.

What role strategic communication has played in shaping sustainability as a guiding principle?

To truly make a difference, private companies and public entities must learn how to communicate their efforts effectively, ensuring that all stakeholders are informed, engaged, and inspired to take action. But what does effective sustainability communication look like, and how can it drive meaningful change?

community sector

From 2014 Artist Carolina Caycedo has worked with communities in southern Colombia [Huila] affected by the planned construction of the Chillurco and Oporapa dams along the Magdalena River. These hydroelectric projects are part of the ‘Master Plan for the Development of the Magdalena River’, designed by the Colombian government. The Master Plan’s objective is to turn the river into a highway to generate power by building 17 dams. Caycedo instigated what she calls “geo-choreography” a community gathering and protest against the plans in the villages of Pitalito and Huila. The actions were developed in co-elaboration between the artist, the local community, and collective action environmental organisations, Rios Vivos and Jaguos por el Territorio.

Geo-choreographies are actions that invite participants to take hold of the territory and to form a collective body – where the body of water and the social body are intertwined through action. This gives visibility to political ecologies and the deep cultural, economic and social connections within the territory. The geo-choreographies pose a vivid impression on the disputed land, through the re-appropriation of public space. On 13th September 2015, at the Pitalito-Oporapa road people spent the day using their bodies to create phrases such as LIVING RIVERS, YUMA RESISTS and the silhouette of a fisherman. These actions were photographed from the air, creating an image later used by grassroots movements.

community sector

Rios de GenteRegina Jose Galindo 2022 Is a collective action—a human sculpture featuring community members—that commemorated the places where a river once flowed, diverted or polluted by the extractive industry that robs the indigenous peoples of Guatemala of their resources. This collective performance, produced by the Maíz de Vida Association for the Freedom for Water Festival, was joined by more than a thousand girls, boys, men, and women from Ixcán (Quiché), Chisec (Alta Verapaz), El Estor (Izabal), Champerico (Retalhuleu), Monte Olivo, and San Juan Chamelco (Alta Verapaz), chanting the slogans: "freedom for water," "we fight for life," "we fight for water," and "water is life, not a commodity." Galindo thus appeals to water rights, which are severely violated due to privatization policies, pollution, and other logics of accumulation derived from an extractivist development model. The artist has combined professional and amateur images, taken by some of the participants with their cell phones, alluding to the importance of collective action from various angles to confront the current socio-ecological crisis.

community sector

key takeaways

Communitarian environmental action emphasizes collective responsibility and community-based solutions to environmental challenges. Key takeaways include the importance of shared values, social norms, and cooperative action in achieving sustainability. This approach highlights the need to balance individual rights with the common good and promotes practices that help build resilient communities. Communitarianism shifts the focus from individual actions to the shared responsibility of communities in protecting the environment. It aims to create communities that are resilient to environmental challenges by fostering sustainable consumption, production, and lifestyle practices. A central aspect of communitarian environmental action is the need to balance individual freedoms with the community's needs to ensure a healthy environment. Additionally, communitarianism stresses the significance of shared values and social norms in shaping pro-environmental behavior and promoting collective action. Strong community bonds and a sense of shared identity can be powerful motivators for collective efforts and environmental stewardship. This perspective critiques the limitations of purely individualistic approaches to environmentalism and advocates for collaborative actions to address environmental issues.

algeria’s ENVIRONMENT TRAIN Campaign - Public sector-

new zealand the big clean-up - Public sector-

key takeaways

Successful sustainability campaigns use relatable, positive messaging. Engagement at both the individual and community levels is essential. Tailored approaches based on local culture and needs can significantly increase impact.

private sector

The private sector is also intetreseted in mobilising the concept of sustinability

Organizations develop sustainability narratives that reflect their values and practices. Niche construction is a dynamic process, requiring adaptation to changing environmental and societal needs. By constructing niches, organizations influence both public perception and regulatory frameworks, contributing to systemic change in sustainability practices.

Turning Awareness into Action

The Power of Effective Communication in Sustainability With greenwashing on the rise, businesses face growing scrutiny around their sustainability claims. It has never been more crucial for firms to grasp the importance of clear, honest communication when it comes to sustainability.

Patagonia

Patagonia has long been known for its environmental activism, Patagonia takes a holistic approach to sustainability communication, integrating it into their brand values, product offerings, and public messaging. Patagonia’s “Don’t Buy This Jacket” campaign encouraged consumers to buy less and reduce waste, highlighting their commitment to sustainability over profit. The message was clear, bold, and aligned with their values of reducing environmental impact. They maintain transparency through the Patagonia Footprint Chronicles, which shows the environmental impact of their supply chain. This open communication builds trust and demonstrates accountability.

Lush

Known for its handmade cosmetics, with a strong emphasis on ethical sourcing, minimal packaging, and fighting animal testing. Lush uses bold, transparent messaging to highlight their values, such as their “Naked“ campaign promoting package-free products, encouraging consumers to reduce waste. Lush communicates its commitment to social and environmental causes through activism. For example, the “Charity Pot“ program donates to grassroots organisations focused on sustainability, animal welfare, and human rights. Lush doesn’t shy away from controversial issues, directly engaging consumers with calls to action.Lush uses its stores as platforms for sustainability education, where staff actively engage customers in discussions about the ingredients and packaging used in products.

Rainforest Alliance

The Rainforest Alliance works to conserve biodiversity and ensure sustainable livelihoods by transforming land-use practices, business practices, and consumer behaviour. The “Follow the Frog“ campaign helps consumers understand the importance of purchasing products with the Rainforest Alliance seal, which signifies that the product supports sustainable practices. This simple, recognizable symbol empowers consumers to make eco-friendly choices. They effectively communicate through storytelling by highlighting real-world impacts of their work with farmers, indigenous communities, and ecosystems. Their website and social media channels feature videos, infographics, and reports showcasing how their work helps protect rainforests and improve livelihoods.

Ben & Jerry’s

Ben & Jerry’s communicates beyond traditional corporate sustainability by actively supporting social movements. They’ve taken public stances on climate policy, racial justice, and LGBTQ+ rights. Their communication is bold, unapologetic, and aligns deeply with the values of their socially conscious consumers. They utilise their website and social media to highlight their activism. Their blog features detailed posts on climate change, political activism, and fair trade. They also use fun, engaging graphics and videos to convey complex issues simply.

conclusion

Extractivism, is a system that impacts how we see and understand the environment. It changes territory not only through resource extraction but also through the ways we perceive, design, and value these landscapes. The struggle for climate and environmental action is being actioned in all sectors of society. A key aspect of this is communitarian environmental action, built on inclusivity, equity, transparency, and accountability. These principles ensure that diverse voices are heard, burdens are shared fairly, communication is open, and commitments are honoured. Furthermore, connecting with people's values, supporting trusted messengers, and fostering spaces for meaningful action are crucial for turning concern into impactful change. From a public and private sector, effective communication is the cornerstone of successful sustainability efforts. Businesses can build trust and credibility with stakeholders by transparently sharing goals, progress, and challenges. This transparency enhances brand reputation and reassures stakeholders, inspiring meaningful action towards a sustainable future. By using clear and engaging storytelling along with customized messaging, communities, companies, and institutions can connect awareness to action. This strategy transforms sustainability into a collective mission that benefits both businesses and society, showcasing the impactful role of effective communication.