The Greta Affect

Abstract Greta Thunberg became a beacon of hope for many in the face of climate change. While journalists and social scientists attempt to know her influence through quantification popularized as the “Greta Effect,” we understand Thunberg through rhetorical fragments that compose a broader structure of feelings in the public—what we call the “Greta Affect.” Moving from effect to affect, we look to how Thunberg as a “leader of our time” inspires rhetorical leadership grounded in appeals of innocence. Through a rhetorical analysis of a popular mode of response to Thunberg's speeches, the meme, we investigate how comparisons of Thunberg to another popular culture figure, Lisa Simpson, invite a wider manner of engagement tied to a figure of the girl as publics converge around different investments in youth appeals to innocence.