Climate protest images : understanding interpretations and their implications

Abstract: The role of visual imagery in climate change communication is key to inspire affect. By arousing emotions, visuals have a way to connect and reach out to their audiences in ways words could not. This power is especially true for protests, which are not only often staged and performed to look a certain way, but to an extent rely on their actions being relayed visually to reach audiences not present during the event. This research concentrates on the ways in which the public interprets different images of climate protests and the effects that such interpretations have on their engagement with the issues of the protest. Adopting a mixed-methods approach, this study analyses responses from 13 interviews and 100 survey respondents on 18 images of various staged protests and marches. Amongst various findings is the need for simple and clear images that connect with the audience’s values and personal experiences. In addition, the current research uncovers the limitations of the medium of photographs to convey both diagnostic and prognostic messages. This study concludes with suggestions for communicators and protestors alike who wish to engage with their audiences visually.