Abstract

This article introduces the concept of inversion as a rhetorical-political strategy used to redescribe climate concerns from being sacrificed in favour of profitability to seeing that profitability necessitates climate concerns. Drawing on discourse theory and rhetorical analysis, the article analyses discursive struggles in the dominant discourse of fossil-fuel growth in Norway, from 2013 to 2019. By inverting the image of fossil-fuel dependency from growth and success to loss and stagnation in the Norwegian public discourse on fossil fuels and climate risk, those who challenge the hegemonic pro-fossil fuel-investments system pave the way for an alternative description of an ideal welfare state. As such, inversion, as a practice and rhetorical-political strategy may help us understand the strategic manoeuvring of the environmental movements as counter-hegemonic forces.