Made available in DSpace on 2016-08-03T12:29:58Z (GMT). No. of bitstreams: 1 KMiguel1.pdf: 889634 bytes, checksum: a329b8179415c8f007c73bb41ec016a2 (MD5) Previous issue date: 2014-04-01 / Conselho Nacional de Desenvolvimento Científico e Tecnológico / Our thesis postulates the existence of an environmental cyberculture, typical of the environmental movement, which has a communicative dynamics characterized by discourse strategies and specific mobilization. The environmental movement, represented here by the international organization Greenpeace, knew how to appropriate the digital tools, to spread the problematic in a scenario of digital social networks, cyberactivism, interactivity and the composition of a networked public sphere, that we put into debate. To understand this situation, we performed an extensive theoretical discussion, in constant dialogue with our object of study, covering the history of the environmentalism and its place as a social movement; the technologies of sociability, the Internet and its media as a space of resistance and control, noting the cyberculture as the contemporary culture itself, guided by technological influences. We conducted interviews with volunteers, followers and people in charge of the communication of Greenpeace, that allowed us to trace the motivations of participation and to confirm that the engagement in the environmental cause was strongly driven by the easiness of cyberspace. The discursive strategies have been elucidated with the methodological coordinates of Discourse Analysis, focused on identifying the ethos and the scenes of enunciation, based on an analysis protocol we formulated to understand the way of saying that leads subjects to adhere massively to the environmental discourse. In the first step of the analysis, we performed a diagnosis of quantitative perspective and exploratory aspect to discriminate the campaigns/main themes and assess the impact of the issues in digital social networks and the mainstream media. Subsequently, we selected the texts of the main campaigns that have passed through the qualitative phase, which encompassed lexical items, argumentative techniques and elements of contrast, as well as external aspects to the linguistic text, such as photos, videos, colors and predominant scenes. The discourse on environmental cyberculture unveils the ethos of the friend and the partner, ranging from drama and aggression to bring attention to the cause. Serious environmental problems such as environmental complaints are dealt as a playful ethos, even childish, using colloquial language and codes of the contemporary culture cartoons, virtual games, beautiful animals that sing and dance that before our eyes reveal a schizophrenic scenography, but is precisely what ensures the success of the campaigns / Nossa Tese postula a existência de uma cibercultura ambientalista, própria do movimento ambiental, que conta com uma dinâmica comunicativa caracterizada por estratégias de discurso e mobilização específicas. O movimento ambiental, aqui representado pela organização de espectro internacional Greenpeace, soube se apropriar das ferramentas digitais, difundir a problemática em um cenário de redes sociais digitais, ciberativismo, interatividade e composição de uma esfera pública em rede, que colocamos em debate. Para entender esse panorama realizamos uma ampla discussão teórica, em permanente diálogo com nosso objeto de estudo, abrangendo a trajetória do ambientalismo e seu lugar enquanto movimento social; as tecnologias da sociabilidade, a Internet e suas mídias como espaço de resistência e controle, assinalando a cibercultura como a própria cultura contemporânea, pautada pelas influências tecnológicas. Realizamos entrevistas com voluntários, seguidores, além de responsáveis pela comunicação do Greenpeace que nos permitiram traçar as motivações da participação e confirmar que o engajamento na causa ambiental foi fortemente impulsionado pelas facilidades do ciberespaço. As estratégias discursivas foram desvendadas com as coordenadas metodológicas da Análise do Discurso, focada na identificação do ethos e das cenas de enunciação, com base em um protocolo de análise que formulamos para compreender a maneira de dizer que leva os sujeitos aderirem maciçamente ao discurso ambiental. Na primeira etapa da análise realizamos diagnóstico de perspectiva quantitativa e caráter exploratório para levantar as campanhas/temáticas principais e avaliar a repercussão dos assuntos nas redes sociais digitais e na mídia convencional. Posteriormente, selecionamos os textos das principais campanhas que passaram pela fase qualitativa, que abarcou os itens lexicais, as técnicas argumentativas e os elementos de destacabilidade, além de aspectos externos ao texto linguístico, como fotos, vídeos, cores e cenas predominantes. O discurso na cibercultura ambiental desvela o ethos do amigo, do parceiro, que oscila entre o drama e a agressividade para chamar atenção à causa. Problemas graves como denúncias ambientais são tratados com um ethos lúdico, até mesmo infantil, usando de linguagem coloquial e de códigos da cultura contemporânea desenhos animados, jogos virtuais, belos animais que cantam e dançam que para os nossos olhos revelam uma cenografia esquizofrênica, mas é justamente o que garante o êxito das campanhas.

Anhand zweier Umweltorganisationen in Göttingen – dem Deutschen Jugendbund für Naturbeobachtung (DJN) und Greenpeace – wurde in der Diplomarbeit untersucht, welche Gemeinsamkeiten und Unterschiede diese beiden Organisationen hinsichtlich der Ausgestaltung der Partizipation von Mitgliedern haben. In der explorativen Vergleichsuntersuchung wurden Mitglieder der beiden Organisationen in semistrukturierten Interviews befragt und diese mit Hilfe einer qualitativen Inhaltsanalyse ausgewertet. Die Ergebnisse zeigen, dass nicht nur die Themen und Strategien mit denen sich die Umweltorganisationen in einen größeren Umweltdiskurs einordnen ausschlaggebend sind. Die Art und Weise, wie in den Organisationen zusammengearbeitet wird, hat eine ebenso hohe Bedeutung für die Beteiligung. Neu sind dabei die Veränderungen in der Zusammenarbeit durch neue Medien und soziale Netzwerke, die einen zunehmend größeren Stellenwert für die Bindung von Mitgliedern und die Aktivitäten der Organisationen bekommen.

This qualitative study examines whether microblogging illustrates or contradicts the longstanding notion that the Internet allows for greater public participation in important issues, thus potentially expanding public sphere. The study analyzes 5 years of tweets about climate change between ExxonMobil and Greenpeace USA using a new hybrid, or blended methodology that combines Kenneth Burke's rhetorical analysis of cluster-agons with eight physical attributes of the Internet that Marshall Poe identified as influential in pushing societies and ideas in new directions. Clusters are also examined using Grace Poh Lyn's reflexive analysis. Additionally, the analysis also considers the use of agitative and control strategies, discursive tensions between freedom and domination, and the rhetorical use of public vernaculars. Analysis of the tweets reveals that business organizations that at first glance or in theory seem to be at odds actually share common discursive practices. They communicate about the same issues at the same or similar times using the same language for the same primary purpose-survival of the organization-while giving the impression that they are working for the good of their respective publics for environmental causes or the bottom line, or even both. The researcher concludes that although there are specific cases of microblogging in which the public benefits to some extent, those gains are either very short-lived or are more likely to exist in theory rather than practice due to the fluid nature of microblogging as well as continued organizational missteps which I call "corporate ejacking." / by Mark A. Kattoura. / Thesis (Ph.D.)--Florida Atlantic University, 2013. / Includes bibliography. / Mode of access: World Wide Web. / System requirements: Adobe Reader. / The author wishes readers to note the correction of the following person referred to in this dissertation as Burke (1964) to be cited as Burke, K. (1964). Fact, inference, and proof in the analysis of literary symbolism. In S. Hyman (Ed.), Terms for order (pp. 145-172). Bloomington: Indiana University Press. / The author wishes readers to note the correction of the following person referred to in this dissertation as Poh Lyn (2009) to be cited as Teo-Dixon, G. Poh Lyn. (2009). Rotten with perfection?: An exploration of the rhetoric of knowledge in knowledge management (Doctoral dissertation). Massey University, Albany, New Zealand.

This thesis explores the three campaigns Greenpeace has made towards the video game console producing companies, Sony, Microsoft and Nintendo. Using a qualitative approach I investigate how communication from an environmental organization may affect companies and what challenges Greenpeace face when they develop campaigns in relation to companies. Even though the industry is quickly expanding, almost no one had ever discussed video game consoles in relation to the environment. The situation changed when Greenpeace included Microsoft and Nintendo in their 6th edition of the “Guide to Greener Electronics”. In this guide companies in the consumer electronic industry were ranked based on their environmental communication and Microsoft and Nintendo received a very low score. Greenpeace was critiqued for the way their guide was carried out. The “Clash of the Consoles” campaign was an internet video summarizing the critics towards the game console producing companies from “Guide to Greener Electronics”. The campaign “Playing Dirty” investigated chemicals in the consoles and concluded that the companies followed legislation on regulated chemicals, but on unregulated chemicals high levels was fond in some cases. Greenpeace is usually known for using a direct approach with striking images in their campaigns. But in these cases no striking images have been used which makes it harder for them to gain sympathy for their campaigns. The concept of CSR which is socially constructed has great importance for environmental communication. However CSR has a large number of different interpretations. As shown in the thesis Greenpeace and the three companies focus on different aspects of CSR.

Research this probe into Greenpeace actives in entering China change to launch activities with case study. In every activity of Greenpeace, especially observe the development patterns in China of the Greenpeace organization with the contamination accident of the electronics waste. Each aspects involved can be found out how the international NGO uses one's own influence to influence the decision on the environmental protection topic of Chinese Government in the incident. Understanding it influences making propping up Corporatism how the international NGO comes from it. The thesis carries on the discussion on the development of the NGOs in China. Probe into Chinese society and the transitions of the state-society relationship with the evolution of the NGOs of China themselves, and then introduce China¡¦s NGOs versus one's own NGOs with the norm on the system legally separately. It also helps to understand and make the Corporatism controlling the state-society relationship of China. And then we come to regard globalization of the environmental protection topic as the theme, and explain the influence that the environmental protection topic is globalization. Globalization has condensed panhuman the environmental consciousness of civil society. It is through the envirmental international NGOs to practice the goals to protect our envirnment. The environmental problem of China is paid attention to gradually this wave of globalization at the same time. It also lets the international NGOs realize that launch the necessity of the activities in China, too. On the other hand, it introduces development and operations of the Greenpeace by the discussion of this component; it will offer us an intacter understanding. It is the focal point of this thesis that Greenpeace and government, enterprise, media, international organization, etc. Regarding contaminatal accident of the electronics waste is as individual case finally. In this dissertaton, I also discuss with more specific introduction about how the Greenpeace uses its own resource to enforce every activies, build and constructe the advocacy networks of proposing, make the best of the relation with each side to give play to the influence of international NGOs. From the electronics waste contamination accident, it shows that the Greenpeace is engaged in. We can find out how the international NGOs use huge resource to develop in China. Under making up doctrine influence, it reflects one's own value to prove that China still needs international NGOs to help to Chinese problems under the same topic. It shows the important role of the international NGOs in the world.

Syftet med den här uppsatsen är att studera de narrativ som Greenpeace och Världsnaturfonden använder för att värva medlemmar och få gehör från allmänheten. Organisationerna tillhör den grupp som kallas för NGO vilket betyder non-govermental organization. Det är ett samlingsbegrepp för organisationer som inte är bundna till någon stat eller skapad av någon stat. Genom att använda en narrativ metod analyseras återkommande mönster som organisationerna använder för att nå sina mål. De här mönstren analyseras med Bourdieus kapitalteori för att visa vilka effekter narrativen har för organisationerna. Resultaten av analysen genererade tre narrativ för respektive organisation. Greenpeace narrativ fokuserade på storlek och struktur, framställa sig i en roll av att vara oskyldig och att framstå som sympatiska. Världsnaturfondens narrativ har fokus på social rättvisa och deltagande, användande av bilder för att skapa sympati och presentera positiva och negativa exempel. Med de här narrativen påverkar de allmänheten och beslutsfattare utan att behöva stå till svars för någon annan än sina medlemmar.

This thesis consists of two case studies which examine how Greenpeace, an independent global environmental campaigning organization, targeted major multinational corporations, McDonald’s and Unilever, in attempt to stop destructive agricultural processes in the developing world. This multiple case study examined how these corporations responded to activist pressure and offers prescriptive insight on how corporations can turn criticism in to an opportunity to achieve mutually beneficial outcomes when responding to activist pressure. These case studies will suggest that if public relations practitioners can create a dialogue with activists publics through two-way communication the profession of public relations can be a guiding force for creating more sustainable business practices, fostering corporate social and environmental responsibility, and creating positive social change. This paper examined recent literature on changing attitudes toward environmental issues, the credibility of corporate sustainability, and symmetrical communication. By studying the use of two-way dialogue in the practice of corporate communications with environmental activist organizations, these case studies will help to test the real world validity of theoretical propositions about symmetrical communication (L. Grunig 1992). Rather than directing its campaigns toward Cargill and other agriculture suppliers, Greenpeace chose to focus their efforts on McDonald’s and Unilever, two large highly visible international corporations using their products. Both companies chose to work with Greenpeace, pressured their suppliers to change their environmental policies, and worked toward creating moratoriums to end deforestation. / Department of Journalism

Depuis sa création en 1971, Greenpeace s’est constituée en véritable mouvement socioécologique. L’organisation a adopté dès sa formation un discours critique dénonçant les excès de l’ordre socioéconomique dominant ainsi qu’une forme d’organisation décentralisée. La croissance rapide de l’organisation a cependant transformé son fonctionnement. La prise de décision en son sein s’est centralisée et son discours s’est adapté à une audience plus large et plus variée, tout en tentant de conserver sa nature revendicatrice. Greenpeace est ainsi vite devenue l’organisation écologiste la plus connue à travers le monde. L’essence de la particularité de Greenpeace se retrouve donc d’une part dans son rôle en tant que mouvement de résistance, et de l’autre, dans le caractère lui-même dominant de son discours au sein du mouvement vert au sens large. Greenpeace se démarque ainsi par sa capacité à mener seule, ou presque, des changements à grande échelle tout en prétendant rester près de la base. Cette dualité qui caractérise Greenpeace ouvre cependant la porte à des dynamiques internes contradictoires et à des relations complexes avec les différents acteurs sociaux, économiques et institutionnels. Il semblerait que la double identité de Greenpeace, en tant que mouvement de résistance et organisation dominante, l’amène à défendre des causes complexes affectant des populations locales, mais en adoptant des discours grandement simplifiés et destinés à ses sympathisants à travers le monde. Son implication dans l’enjeu de la gestion de la forêt boréale du Québec témoigne bien de cette situation. L’incapacité de Greenpeace à offrir des solutions adaptées aux besoins des communautés locales l’attirerait les critiques des différentes parties prenantes impliquées dans l’enjeu et exposerait publiquement la contradiction entre ses deux impératifs identitaires. La perception du public que ceux-ci soient incompatibles remettrait en question la capacité de Greenpeace à mener des campagnes à grande échelle qui soient à la fois bénéfiques aux populations locales et, de ce fait, les identités qui lui sont inhérentes et qui sont à la base de son succès. Cette situation l’amènerait à modifier les stratégies qu’elle privilégie.

I denna uppsats undersöker jag vilka modelläsare som skapas i två olika sorters mejl från Greenpeace i Sverige till personer som engagerar sig i organisationens arbete. Jag gör en multimodal textanalys med utgångspunkt i dialogism och sociosemiotisk teori, och jag använder analysmetoder från den systemisk-funktionella grammatiken. Resultatet visar att de två mejltyperna i det stora hela är mycket lika varandra, men att det finns vissa skillnader och att de olika mejltyperna därigenom konstruerar delvis olika modelläsare som verkliga läsare måste förhålla sig till. Modelläsarna skapas genom realiseringar av olika språkliga och visuella betydelseskapande resurser som t.ex. presuppositioner, processer, distans och språk- och bildhandlingar. Det gemensamma för modelläsarna är att de sympatiserar med Greenpeace, har en aktiv aktörsroll och har en nära och jämlik relation till organisationen.

This study investigates how Greenpeace, a non-profit environmental organization, and Preem, a for-profit fuel company, construct sustainability in their external communication. Through Foucauldian discourse analysis, we explore the interests, values, and discursive strategies employed by Greenpeace and Preem and how they shape sustainability discourses. Our findings reveal distinct perspectives on sustainability: Greenpeace emphasizes vast and complex environmental issues such as climate change, pollution, and destruction of nature, advocating for radical societal changes and global solutions. Aligning with the dominant sustainability discourse, Greenpeace strategically leverages its legitimacy to promote an alternative discourse. On the other hand, Preem opposes the holistic discourse of Greenpeace, advocating for incremental reform and technological innovation within the existing politico-economic system. Thus, both organizations assert their authority and employ discursive strategies to legitimize their interests. Greenpeace portrays sustainability as a struggle, underscoring the need for collective action, while Preem presents sustainability as a journey, emphasizing individual responsibility in line with a neoliberal ideology. Our research contributes to our understanding of sustainability discourses in organizational communication. It sheds light on how different actors strategically construct and communicate sustainability messages, focusing on the ideological foundations, values, and interests that underlie these discourses. By enhancing our understanding of discourse transformation in shaping legitimate sustainability actions, our findings have implications for policymakers, researchers, and society at large.