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Exploring How Residential Communities In The Rural Southern Appalachian Mountains Are Branded As 'Green:' A Qualitative Analysis, Ole Sleipness

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As environmental issues have gained media prominence, a majority of Americans now consider themselves to be environmentalists. Producers of real estate development have responded with communities, branded to differentiate themselves from their competition through sagas, imagery, and symbols that communicate the values and identities that align with those of their targeted consumers. Host to a rapidly expanding population, the Southern Appalachians are home to a wealth of new communities, many of them branded as 'green.' Building on theoretical foundations in visual design, environmental rhetoric, and landscape interpretation, this research utilizes a collective case study analysis to illustrate how texts, images, …