Abstract
This essay presents a critical case study of how shifts in the style and genre of written communication both reflect and influence historical shifts in political consciousness and action. The field of study is the discourse of environmental advocacy. With increased public support for actions that would forestall environmental degradation, environmental politics has diversified. Formerly a resistance movement directed toward influencing large-scale governmental or industrial actions through the rhetoric of polemical dispute, environmentalism has evolved into several distinct approaches, including a globalist movement and a grass roots movement that share an interest in policy and procedure, the traditional topics of instrumental discourse. A new genre built upon this proactive attitude—the green how-to book—currently dominates the popular literature on environmental problem solving. Capitalizing on the document designs of technical communication, these manuals recommend courses of action ranging from fixing the Environmental Protection Agency to fixing the toilet; they are directed to audiences ranging from the President of the United States to the ordinary householder. They have in common an attempt to break the paralysis of fear associated with realizations about the scale of environmental damage. But—because the instrumental genre tends to obscure relations of agent, action, and effect—covert political agendas may pass unnoticed into the personalist politics of the new literature.