Semiotic landscape in a green capital

Abstract In the wake of the ‘climate apocalypse’ global discourse, the environmental agenda of the European Green Deal and the overarching objective for the European Union are to deliver a high level of protection and improvement of the quality of the environment. European cities are under pressure to reinvent urban environments and develop resilience to environmental risks. This paper looks at semiotic material appearing in Essen, a city in Germany awarded the European Green Capital title. Grounded in the multimodal social semiotic approach and ecolinguistics, the paper investigates strategically emplaced ‘green’ semiotic material which shape environmental values and privilege. The paper illustrates the political economy of city clean-ups which every so often result in questionable environmental choices and fail to alleviate social inequalities. The analysis ultimately shows how semiotic forms of sustainability are evidently implicated in the creation of urban eco-arenas accentuating the socioeconomic stratification and privileges of valorized places.