We explore the global fossil fuel divestment movement to show how climate activists worked to stigmatize the fossil fuel industry using analogy. In doing so, we develop a model that illustrates how constructing a “moral dualism” is central to stigmatizing an organizational category. This involves concurrently establishing “stigmatizers” (ingroup) as morally superior and amplifying the deviancy of the fossil fuel industry (outgroup), both in relation to analogical contexts. Stigmatizers strategically employed two types of analogy: “deep” and “surface.” Deep analogies produce emotive power, facilitating the moralization of the ingroup through the transfer of affective meanings from a source context to a target domain. Surface analogies generate causal power to inform wider audiences of the target’s deviance through association with already-stigmatized organizational categories. Analogical power underpinning the morally dualistic nature of stigmatization can therefore empower fringe actors to stigmatize an incumbent as they appropriate meanings from analogical source domains.

中文翻译：

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污名作为道德二元论的类比建构：以化石燃料撤资运动为例

我们探索了全球化石燃料撤资运动，以展示气候活动家如何使用类比来诋毁化石燃料行业。在这样做时，我们开发了一个模型，说明构建“道德二元论”是如何污名化组织类别的核心。这涉及同时建立“污名化者”（内群体）在道德上的优越性并放大化石燃料行业（外群体）的偏差，两者都与类比背景有关。污名化者战略性地采用了两种类比：“深层”和“表面”。深层类比产生情感力量，通过将情感意义从源上下文转移到目标域来促进内群体的道德化。表面类比产生因果力量，通过与已经被污名化的组织类别相关联，将目标的偏差告知更广泛的受众。因此，支持污名化的道德二元性质的类比权力可以使边缘行为者能够污名化现任者，因为他们从类比源领域中获取了意义。