Opposition in ecological discourse: An ecostylistic scrutiny of speakGreen ecological posts

Abstract This article explores the posts with ecological concerns published by the community organization speakGreen on its website and Facebook page. The analysis falls within the aims and scope of ecostylistics, and is undertaken by applying Lesley Jeffries’ stylistic model of opposition. The main research purpose of this article is to identify the stylistic strategies promoting beneficial stories and those controverting destructive stories, in Arran Stibbe’s terminology. A broader research purpose is to assess whether the stylistic model of opposition can fruitfully be utilized to examine ecologically-oriented short texts and the non-literary text type of the speakGreen post. This ecostylistic study firstly demonstrates that unconventional opposites are more effective than conventional opposites in conveying beneficial stories, since their unexpected contrasts surprise the speakGreen website and Facebook users. Secondly, the study proves that two structural triggers of opposition, namely negation and especially parallel structure, are the most frequent in the sample of posts under investigation, due to the stylistic and discursive characteristics of the speakGreen post text type. The sample was also found to feature: (1) The visual trigger of green and red color-coding, which indicates contrast between beneficial stories and destructive stories; (2) Such stylistic devices as foregrounded end-focus and phonological parallelism. All these stylistic traits contribute to making the posts articulate texts relaying refined ecological messages in very few words.