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Chapter 6140proponents and more with a negative textual message than a positive one, reflects the importance of disseminating information in a ‘scientific’ manner, especially by opponents, who are typically non-scientists. In a previous study, visualisations have been shown to be effectively used to refute scientific arguments, often through a particular production mode (namely, software that enables the creation of surreal images) (Clancy, 2017; Clancy & Clancy, 2016). This thesis shows visualisations can be used by non-scientists not only to question scientific authority but also to convey a sense of it, by using another production mode (namely, software that enables creating charts and diagrams).Second, online visual content in policy controversies about contested technologies puts at the centre considerations and concerns that might otherwise remain marginal. Chapter 3 shows that in the South African online fracking controversy, a local visual symbol was used in combination with a textual manifestation of two distinct storylines, one of potential risks and another of potential benefits. Whereas both textual storylines are used in a local context, of South Africa and the Karoo specifically, it is the visual which makes the local circumstances stand out. In doing so, it placed the consideration of the unique characteristics of the Karoo in the foreground. Chapter 4 shows that in the processed food controversy studied online, visualisations of people hesitating about what foods to buy were commonly used, in addition to textual integrated information on both the healthrelated risks and benefits. Whereas the text mostly only implies that those risks and benefits, coexisting in many foods, might make it harder for consumers to choose which foods to buy, the visualisations make it stick out. In doing so, they put the concern of consumers making the right food choices when shopping for food at the centre.Third, visualisations play an essential role in policy controversies not only as objects responding to external claims or events, but also in themselves. A previous study shows the successful use of visuals to mobilise the public and influence decision making. A study on Greenpeace’s achievement in the Brent Spar case ascribes much of Greenpeace’s success to victimising itself, as a representative of public interests, to visualisations – ‘without an image of a powerful bully, Greenpeace could not play victim’ (Jordan, 2001, p. 123). However, the success is in seizing opportunity, successfully translating actions (the occupation of Brent Spar) into memorable and influential visuals – ‘they [Greenpeace] knew that no occupation Efrat.indd 140 19-09-2023 09:47