Made available in DSpace on 2017-07-21T14:43:09Z (GMT). No. of bitstreams: 1 Gabriel Ferreira Carvalho.pdf: 1239864 bytes, checksum: 91bb85bb4e726eeb04deee10aabae809 (MD5) Previous issue date: 2013-03-22 / The present research is an analysis of the environment theme during Brazil’s presidential election in 2010. At that time, there was a candidate from the Green Party, Marina Silva, who received about 20 million votes. In order to do this analysis, this research aims at studying the presence of environmental issues in political articles published during the electoral process in question. The object chosen for analysis were the pages of the newspaper Folha de S. Paulo, which has the largest daily circulation in the country and is set as the public sphere. The research looks at the concerns regarding the environmental issues throughout world history, in Brazil and in politics. The research also presents the main theories underlying the study of journalism, so the articles can be analyzed as journalistic texts by their frameworks, scheduling themed and public opinion. The method used to analyze the articles was Content Analysis, which employs categories to identify in the texts speeches that are compatible with the categories (qualitative results) searched. Furthermore, it allows one to check the count and percentage of categories approached in the text (quantitative). At the end, integrated into the results were integrated, leading to the conclusion that the environmental issue was not discussed by the candidates nor the newspaper. / A presente pesquisa trata da temática do meio ambiente na eleição à presidência da república no Brasil em 2010 . Isto porque, na ocasião havia a presença da candidata do Partido Verde, Marina Silva, a qual conseguiu cerca de 20 milhões de votos. Para tanto, tem por objetivo geral analisar a presença da questão ambiental nas matérias políticas durante o processo eleitoral em questão. O espaço escolhido para a análise foram as páginas do jornal Folha de S. Paulo, por ser o diário de maior circulação no país e, se configurar como a esfera pública midiática. A pesquisa nesse sentido traçou uma configuração da preocupação ambiental ao longo da história mundial, o meio ambiente no Brasil e na política. A pesquisa também traz as principais teorias que permeiam os estudos do jornalismo, para que possam ser analisados os textos jornalísticos a partir de seus enquadramentos, o agendamento temático e a opinião pública. O método elencado foi o da Análise de Conteúdo onde a partir de categorias foi possível identificar no material empírico as falas significativas compatíveis com as categorias (resultados qualitativos), com verificação da contagem e tratamento percentual das categorias do texto. Ao final, integraram-se os resultados qualitativos e quantitativos, demonstrando que a questão ambiental não é debatida nem pelos candidatos nem pelo jornal.

The study ”Wash away greenwashing” aims to analyze crisis communication caused byaccusations of greenwashing and whether the accused organizations succeed in repairing their image. Greenwashing is when an organization is trying to portray themselves as more environmentally friendly than they actually are. The chosen organizations are Sveaskog, Preem and Svenskt Flyg, who have been accused of greenwashing and won the annual anti- prize which is voted forward by the swedish environmental organization Jordens Vänner. The study conducts a qualitative rhetorical analysis and a smaller quantitative content analysis based on theories about the rhetorical situation, ethos, pathos and logos, green rhetoric and Image repair theory. The study analyzes four different media texts belonging to the organisations which are called ”Kommentar till Svenska Greenwashingpriset”, ”Sveaskog välkomnar en dialog om skog”, ”Så ska Preem hantera Svenska Greenwashingpriset” och ”De får Svenska Greenwashingpriset 2017”. The result of the analysis shows that all of the accused organizations are using the different theory’s within crisis communication, but theextent differs. The main thing to achieve effective crisis communication is to have available information concerning the accusations and that the crisis communication should be as correct and balanced as possible regarding rhetoric. The conclusion is that Sveaskog is the most efficient with their crisis communication and thus succeeds in repairing their image after the accusations in the best way. / Studien ”Wash away greenwashing” ämnar analysera kriskommunikation som uppstått efter anklagelser om greenwashing och huruvida organisationerna lyckas reparera sin image. Greenwashing är när en organisation försöker framställa sig som mer miljövänliga än vad de i själva verket är (Jordens Vänner, u.å.a). De valda organisationerna är Sveaskog, Preem och Svenskt Flyg, tre organisationer som anklagats för greenwashing och har vunnit det årliga antipriset som röstas fram och delas ut av miljöorganisationen Jordens Vänner (Jordens Vänner, u.å.a). Studien genomför en kvalitativ retorisk analys och en mindre kvantitativ innehållsanalys analys som utgår från teori om retorisk situation, retoriska appellformer, grön retorik och Image Repair Theory. Genom analysen analyseras fyra olika medietextertillhörande organisationerna vid namn ”Kommentar till Svenska Greenwashingpriset”, ”Sveaskog välkomnar en dialog om skog”, ”Så ska Preem hantera Svenska Greenwashingpriset” och ”De får Svenska Greenwashingpriset 2017”. Resultatet visar att avsändarna Sveaskog, Preem och Svenskt Flyg alla använder sig av strategier inom kriskommunikation, men vid olika antal tillfällen och genom olika uttryck. Det huvudsakliga för att kunna uppnå effektiv kriskommunikation är att det ska finnas tillgänglig information angående anklagelserna och att den ska vara så korrekt och retoriskt balanserad som möjligt. Trots att alla avsändare använder sig av olika retoriska appellformer, så är slutsatsen att det är Sveaskog som lyckas mest effektivt med sin kriskommunikation och därmed lyckas reparera sin image efter anklagelserna på bästa vis.