Examining Conservation Narratives : An Environmental Discourse Analysis of WWF Madagascar

Sammanfattning: This thesis examines the conservation narratives of Madagascar the ambiguity of forest cover and deforestation estimates, and the difficulty in deconstructing the narratives linked to the idea of a once fully forested island. In particular, shifts in the conservation debate are related to the discursive power of a large-scale international NGO, the WWF. A diachronic perspective is provided both through a discussion of earlier research and discourse analyses of selected texts, published by WWF Madagascar between 1991–2020. The theory and method are developed from Dryzek’s environmental discourse analysis with some modifications. The categories used in the conservation discourse analysis relate to baselines and intertextuality; underlying narratives such as problem representations and metaphors; the different values given to biodiversity; and possible hegemonic discourses within the conservation debate surrounding Madagascar. The discussion on WWF Madagascar also connects with the progression of environmental movements and conservationism, as reflected through shifting conservation priorities in both international contexts and local community conservation efforts. The conclusion demonstrates that shifts in WWF Madagascar’s conservation work reflect global perceptions and assumptions of what has protection value, and vice versa. It is concluded that the role of NGOs in creating and disseminating environmental narratives affects the conservation discourse on all levels and inmultiple contexts – such as media, academia, communities, and politics. In this discussion, the diachronic perspective on intertextuality presented here, especially regarding baselines and estimates of forest cover, illustrates how environmental history is key to conservation, and how at the same time NGOs can play a role as intermediaries in reshaping environmental narratives.