The effectiveness of climate crisis representation in the ‘Save the Arctic’ campaign through a linguistic semiotics approach

Climate change is an urgent global issue with significant impacts on the survival of the earth, one of which can be seen in the environmental crisis in the Arctic region. Rising global temperatures, melting ice, and the exploitation of natural resources have triggered various environmental movements, including Greenpeace's ‘Save the Arctic’ campaign. This campaign employs visual and linguistic strategies to create a persuasive and ideological representation of the climate crisis. This study aims to analyse the strengths and weaknesses of the campaign from an environmental communication perspective using a linguistic semiotic approach. The research method used is qualitative, involving an analysis of campaign materials such as posters, slogans, videos, and Greenpeace's social media content. Data is analysed by identifying linguistic and visual signs and interpreting the ideological constructions behind the campaign messages. The findings reveal that Greenpeace's campaign successfully attracts global attention through emotional symbols and critical narratives, but still faces challenges in reaching sceptical groups and limitations in achieving concrete policy impacts. These findings provide important insights into the effectiveness of climate crisis representation in environmental campaigns and their contribution to shaping public awareness.