ABSTRACT:In 2014, LEGO decided not to prolong its co-promotion with Shell due to an extensive global campaign initiated by Greenpeace. The campaign was a reaction to Shell's plans to drill in the Alaskan Arctic. Rather than initiating a factual campaign targeting Shell's activities in the Arctic, Greenpeace attacked LEGO on account of the policies of Shell by impugning LEGO's reputation as a socially and environmentally responsible enterprise. What is noteworthy in this case is that Greenpeace used narrative and fictionality as strategic communicative tools to achieve its goal.Narrative and storytelling have received increasing attention in studies of organizational communication. In recent years, special interest has been shown toward organizational master narratives and counter-narratives. But hitherto only very little has been said on the role of fiction and fictionality as a rhetorical resource in the context of business and organizational communication. By means of a case study, this article examines how fictionality within a counter-narrative realm can merge the real and the fictive and thereby produce an effective campaign that highlights the possible and imagined rather than truth or untruth, avoiding discourses of proof or falsification.

中文翻译：

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“我认为壳牌是坏人”：绿色和平组织反对乐高壳牌伙伴关系运动中的叙事和虚构

摘要：2014 年，由于绿色和平组织发起了广泛的全球运动，乐高决定不再延长与壳牌的联合促销活动。该活动是对壳牌在阿拉斯加北极地区进行钻探的计划的回应。绿色和平组织并没有发起针对壳牌在北极活动的事实宣传活动，而是以壳牌的政策为由攻击乐高，诋毁乐高作为对社会和环境负责的企业的声誉。在这个案例中值得注意的是，绿色和平将叙事和虚构作为战略传播工具来实现其目标。叙事和讲故事在组织传播研究中越来越受到关注。近年来，人们对组织主叙事和反叙事表现出特别的兴趣。但迄今为止，关于虚构和虚构作为商业和组织沟通背景下的修辞资源的作用，鲜有提及。通过案例研究，本文探讨了反叙事领域内的虚构如何将真实与虚构融合在一起，从而产生一个有效的运动，突出可能和想象而不是真实或不真实，避免证据或伪造的话语。