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Talking Green in the Public Sphere
Nordicom Review Pub Date : 2020-03-13 , DOI: 10.2478/nor-2014-0108
Alon Lischinsky , Annika Egan Sjölander

Abstract In a climate of growing public concern and monitoring of business’s impact on the environment, corporations and industry groups have developed increasingly sophisticated strategies to manage their environmental reputation and to influence the outcome of environmental debates in the public sphere. In this article, we provide an exploratory overview of how the largest Swedish corporations selectively subsidise environmental news-making by supplying it with promotional materials disguised as journalistic copy. We analyse a year’s worth of public relations output from the largest 15 companies traded in the Stockholm exchange or owned by the Swedish state, in order to shed light on the environmental themes they cover, the techniques they adopt to maximise the likelihood of media coverage and the evidence they provide to support their claims. Our analysis shows that corporate voices make substantial use of environmental and ecological arguments in their strategic communication, but they provide little useful information about the company’s impact and do not usually foster forms of dialogic stakeholder engagement.

中文翻译:

在公共领域谈论绿色

摘要在公众日益关注和监视企业对环境影响的氛围中,公司和行业团体已经制定了越来越复杂的策略来管理其环境声誉并影响公共领域的环境辩论结果。在本文中,我们提供了探索性概述,介绍了瑞典最大的公司如何通过向其提供伪装成新闻复制品的宣传材料来选择性地补贴环境新闻制作。我们分析了斯德哥尔摩交易所交易的或瑞典国家所有的15家最大公司的一年公共关系产出,以便阐明它们所涵盖的环境主题,所采用的技术来最大程度地扩大媒体报道的可能性和他们提供的证据支持他们的主张。
更新日期:2020-03-13
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