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Climate change discourse in climate documentary trailers - Coggle Diagram

- - - - Both of these points, bring a dark reality into the minds of viewer - which is the frame of the global warming narrative. However, this is replaced by a sense of hope that is translated by the use imagery containing options of renewable energy, cooperation of man and nature and sustainable living practices.
- - - - In the trailer, a fragment is shown where Al Gore explains what would happen if the ice caps of Antartica melted and sea levels would rise with 20 ft. This usage of logos is then further elaborated on by visualising through the use of maps, what this would mean for particular areas, such as the state of Florida, and megacities such as Calcutta and Shanghai. This gives the audience a real sense of the implications of the matter, and further echoes the call that we need to pay attention. .
        
        He then proceeds to make the case even clearer, by describing the implications this would have in the form of refugees. Stating "Think of the impact of a couple hundred thousand refugees, and then imagine a hundred million”. Even if you're not directly affected by rising sea levels the new implications in the form of refugees, will also affect you.
      - Another fact that is told during the trailer, accompanied by some dark and tension increasing music, is how “If you look at the ten hottest years ever measured, they’ve all occurred in the last 14 years, and the hottest of all was 2005”. To announce that the hottest year ever recorded was the year before, mind you the movie was published in 2006, must be quite the shock to the audience and further underlines how much this is a matter of urgency
  - - - Immediately, David Attenborough introduces himself and establishes an immediate validation of himself and his achievements. Quotes such as "I am David Attenborough, and I am 93", as well as "I've had the most extraordinary life" do little but allude even an unaware individual to recognising him, his achievements and contributions to society. Furthermore, these quotes are reinforced by a wondrous montage of David exploring the world and capturing it all on film - for the world to see. All of these elements allow us to recognise why he has all 'rights' to be able to speak about, and on behalf of the natural world.
      - The end of the movie leaves the audience hanging with 'how', we can arrive at a paradise that involves, protects and preserves the natural world. The movie trailer relies on David Attenborough's ethos as an 'public figure' to fulfil on his promise that "[he] will show [us] how".
    - - The first shot of the trailer is one that immediately tries to establish the aforementioned ethos, it opens with the quote "At Sundance it received three standing ovations" . By mentioning that the movie received three standing ovations, at a movie festival festival that is arguably, among the most prestigious movie festivals on the planet. It immediately gives the audience the impression that this movie is critically acclaimed and therefore, probably worth it to watch.
      - Their next appeal to ethos is based on a certain individual, and although the target audience (Americans) probably were aware of the of the status Al Gore had.They further reinforce his ethos through the following quote "I am Al Gore, I used to be the next president of the United States of America". This further increases the credibility of the movie, and also grabs the attention of the audience.
  - - - These before and after pictures where biodiversity returned to a specific place over time, making you feel the general "yes, we can conquer this!" attitude in the trailer, showing that humans have helped the earth before and that we will do it again.
    - - At the beginning of the trailer, the use of a montage of shots displaying David in different places of the world with different species (each time expressing himself in happiness or amazement) invites the viewer into the same lens of wonder. By doing this, the trailer activates the sense of adventure and appreciation that is innately part of all of our connection with the natural world. Therefore, establishing a shared emotion-based argument for the following position that we need to save our planet, not just for ourselves but for everything that lives on Earth.
      - Furthermore, this trailer activates a shared sense of emotion and altruism by establishing a direct confrontation with a selection of species. The gaze of the animals before the viewer - staring right at the viewer - doesn't let someone walk away unscathed and inconsiderate of their situation. The eyes and the gaze, establishes a relationship that invites interest and connection to the issue at hand.
      - Lastly, an appeal through pathos is made by the differentiation of 'wild' and 'tame'. Shots of animals running/swimming free opposed by rows of chickens in cages, breaks hearts and establishes a sense of sadness for the degradation of the wild nature so the world. Yes, we have tamed animals to our submission - but not all can be, and not all should be. To this end, the trailer shows the viewer the individual nature that is existent within every animal - and it is their 'right' to go about it free from our intervention. We can't just validate their loss of habitat, for our benefit.
    - - (1) Ban Ki-Moon [secretary of the United Nations for 9 year] says, that there already are "mass demonstrations", an "unprecedented number of people" are starting to realize this problem and act
      - (2) Elon Musk [CEO of Tesla and SpaceX] stated, that a "100 Gigafactories would be enough to transition the whole world to sustainable energy" and that this is quite "manageable" with the current technology and resources.
      - (3) The clip featuring Pope Francis did not use any words nor language, but showed him handing over a gift to DiCaprio, symbolizing the support for this cause
      - (4) Lastly, the trailer ended with DiCaprio discussing the issue of climate change with Obama, who expressed his thoughts, that "If we keep pushing, there's no reason why we can't solve this problem" and then shook his hand, which created a sense of reassurance, security and hope in the eyes of the audience.
    - - Other images that are shown in the trailer, such as clips of the aftermath of hurricane Katrina. Are also meant to invoke a certain reaction from the audience. And the previously mentioned animation of what would happen if the ice caps of Antartica melted, are meant to incite similar reactions of fear and worry. .
      - Certain quotes are just meant to incite fear in the audience, such as the following quote: “By far the most terrifying film you will ever see”. Once again, they opted to go for a terrifying team, to warn people about the urgency of the stiuation.
      - To trailer ends with one quote, that one last time really tries to drive home the point that this is such an urgent matter. When the trailer ends with “Our ability to live, is what is at stake”.
- - - - We also found that framing, semiotics, and appeal to story are related to the politics of climate change discourse, since over the years climate change became a big political issue with many climate treaties being made. Therefore, we found that the trailers changed from a shock-oriented, fear-inducing frame to a more hopeful, solution-based frame.
- - - - Furthemore, the trailer ends with David reinforcing that he is "going to tell [us] how" there can exist a cooperation with man and nature. This feeling of suspense, and desire to know is fed by the withholding of information. Furthermore, David Attenborough's cheeky smiles/grin truly keeps us guessing - especially aren't having presented such a serious arguement. The rhetorical question is asked: How can he be smiling about this - what does he know?
  - - - Furthermore, acknowledging the commodification of his public persona as a climate activist, works toward relating the two issues. Collectively, both points reinforce each other - offering a position to directly connect with and relate to David - in this context - and here his framing of the message.
        
        Personally, I wouldn't acknowledge a sexual desire to David Attenborough as being part of the rhetorical techniques employed in this trailer. However, I would perhaps be humbled by the age of the star before us, and that within him there is are countless stories, acquired knowledge and reasoned wisdom. To this end, there could be a translated intellectual desire on a young and impressionable viewer.
- - - - The connoted images are on one hand that the way we are chemically farming and living our lives now is bad for the earth. But, we need not lose hope! We know numerous sustainable CO2 reducing ways of farming and general lifestyle changes that are successful. If we keep doing this for long enough, we reverse global warming and bring back earth to "the beautiful garden of eden it once was."