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Rhetorical scholarship and cultural commentary have demonstrated that environmentalist voices are consistently associated with apocalyptic rhetoric. However, this association deflects attention from the apocalyptic rhetoric that comes from industry and countermovements to environmentalism. This essay seeks to remedy that oversight by proposing the concept of “industrial apocalyptic” as a significant rhetorical form in environmental controversy. Based on analysis of the rhetoric of the U.S. coal industry, we find that these industrial apocalyptic narratives rely on a burlesque frame to disrupt the categories of establishment and outsider and thus thwart environmental regulation. Ultimately, we argue that industrial apocalyptic co-opts environmentalist appeals for radical change in the service of blocking such change and naturalizes neoliberal ideology as the commonsense discourse of the center.

The Last Mountain is a 2011 Natural Resources Defense Council (NRDC) film. It examines an aggressive form of strip mining in West Virginia known as mountaintop removal (MTR). The Last Mountain was the first of more than 40 MTR films to be distributed nationally and, as such, marks the entry of the issue onto the political scene in the USA. This essay analyses the film's use of environmental melodrama to define the problems related to MTR and create identification between victims of MTR and viewers. However, the latter portion of the film attempts to scale up from the melodramatic depiction of MTR to advocacy on broader issues regarding renewable energy and global climate change. In doing so, the film breaks with melodramatic form, draining its emotional power, foreclosing systemic political action, and limiting its overall effectiveness as a sustainability narrative.

Mercury pollution has detrimental effects on ecosystems and on human health. This case study describes the efforts of the South River Science Team to characterize industrial mercury pollution in the South River near Waynesboro, VA. The team studied the movement of mercury through the river ecosystem for 6 years and used their findings to help design remedial projects to reduce mercury exposure to humans and wildlife. This case study can be used to introduce concepts of mercury pollution, fate and transport, and the decisions involved in designing environmental remediation projects. Each section of the case study ends with a series of discussion questions meant to lead into the next section.

The field of Environmental Communication has often critiqued the shortcomings of public hearings, noting their limitations in bringing about effective and equitable public decision making. While this work has been significant, it has tended to limit the deliberative field to public hearings themselves, sometimes going so far as to assume that public hearings are the only spaces in which significant deliberations occur. Using a field analysis of the “No Coal Plant” campaign in Surry County, Virginia (2008–2013), the authors illuminate some limitations of existing literature. Their analysis suggests that while public hearings can be extremely limiting, even “failed” public hearings can play a critical role in constituting, organizing, and pacing formal and informal deliberative spaces, which are necessary for communities as they manage the stresses and strains of the decision-making process.