BODIES, BEACHES AND BURN-TIMES - ENVIRONMENTALISM AND ITS DISCURSIVE COMPETITORS

This paper suggests a competing discourses formulation for ecolinguist ics. In relation to the issue of ozone depletion and consequent acknow ledged health hazards, more general environmental concerns are opposed by traditional, recreational discourses which assert that sun-use is 'fun'. A more contemporary discourse which legitimizes, commodifies an d technologizes sun-use is another opposition force. We trace these di scourse formations in a sample of UK print media. The analyses support Gidden's contention that social responses to environmental phenomena are no longer anchored in individual experience. The issue of ozone de pletion is systematically attenuated and reformulated in media texts a s a set of options relating to hedonistic summer leisure or ascetic bo dy culture.