Elodie Vargas - Gremuts/ILCEA Colloque Bergen octobre Climate Change : Discourses and representations in advertisements

Transkript

1 Elodie Vargas - Gremuts/ILCEA Colloque Bergen octobre 2015 Climate Change : Discourses and representations in advertisements

2 1. Definition and context Greenwashing : «a Disinformation disseminated by an organisation so as to present an environmentally responsible public image» (the Concise Oxford English Dictionary ) 2

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4 2. Lexical characteristics - «Klimaschutz» / klimafreundlich - «changement climatique» 4

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6 - «Émissions de CO 2» / «CO 2 - Emissionen/Ausstoß» - «emissionsfrei» (without emission) - «CO 2 neutral» 6

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8 3. Argumentation, climate and Greenwashing Greenwashing = violations of Grice s Conversational Maxims 8

9 Argumentation Major: Climate change is caused by CO2 emissions Minor: The nuclear industry does not emit CO2 Conclusion: The nuclear industry contributes to the protection of the environment / does not harm the climate 9

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13 (1) «Das Kernkraftwerk Neckarwestheim 1 steht seit 30 Jahren für zuverlässige und sichere Energieversorgung (Informationskreis Energie) «The nuclear power plant Neckarwestheim 1 has for 30 years guaranteed a safe and sure energy supply» (2) «Es liefert klimafreundliche Energie ohne CO 2 (Vattenfall) «It provides the friend of the climate energy free from CO 2» (3) «Dieser Klimaschützer hat dem Treibhauseffekt entgegengewirkt, als es das Wort noch nicht gab (Informationskreis Energie) «This protector of the climate acted against the greenhouse effect when the word did not yet exist» (4) «Dieser Klimaschützer verhindert jedes Jahr die Emissionen von 12 Millionen Tonnen CO 2.» «This protector of the climate prevents each year the emission of 12 tons of CO 2» 13

14 Who appreciates the most our investments? The climate. 14

15 How to generate electricity with no impact on climate? 15

16 How to optimize the management of spent nuclear fuel? 16

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18 Non-respect of maxims and objectives : The 3D-PRStrategy : Deny, Delay, Dominate 18

19 (5) «Der Schutz unseres Klimas ist eine unserer dringendsten Aufgaben» (InformationskreisKernenergie) «The protection of the climate is one of our most urgent tasks» (6) «Der globale Klimawandel ist eine der größten Herausforderungen unserer Zeit.» (Vattenfall) «Global climate change is one of the biggest challenges of our time» (7) «Stromversorgung und Klimaschutz sind für uns kein Widerspruch. Im Gegenteil.» «Energy supply and the protection of the climate are not incompatible for us. On the contrary» 19

20 Ist-Zustand vs Soll-Zustand 20

21 (8) «EnBW hat die Initiative ergriffen» (EnBW) «EnBW has taken the initiative» (9) «als Energieunternehmen haben wir dabei eine ganz besondere Verantwortung» «as an energy corporation, we have a particular responsability» (10) «Voller Einsatz für Sie» (Vattenfall) «full engagement for you» (11) «Renault s engage» (Renault) «Renault is committed to» (12) «Total s investit dans» (Total) «Total is involved in» 21

22 (13) «CO 2 -Emissionen senken/reduzieren» «reduce the CO 2 emissions» (14) «unseren Kraftwerkspark ökologisch zu modernisieren» (RWE) «to modernise our power plant park in an ecological way» (15) «wir investieren / wir bauen (Vattenfall) ««we invest /we construct» (16) «Areva innove [ ] Areva propose des solutions pour» (Areva) «Areva innovate proposes solutions for» 22

23 (17) «das modernste und effizienteste Braunkohlekraftwerk der Welt» (RWE) «The most modern and efficient lignite plant in the world» (18) «wir wollen bleiben, was wir schon heute sind: der Energieversorger mit dem bundesweit niedrigsten spezifischen CO 2 -Ausstoß «(EnBW) «we want to stay as we are today: the energy producer with the lowest emission of CO 2 at the federal level» (19) «Mehr Umweltbewusstsein dank modernster Dieseltechnologie» (Toyota) «more environmental conscience thanks to the most modern diesel technology» 23

24 The «deny, delay, dominate» strategy in the context of climate change and Greenwashing : 1) Deny the fact that there is a problem within the organisation (deny) 2) Attempt to delay or even cancel measures taken to fight against climate change (delay) 3) Dominate the public and political international debates (dominate). 24

25 Summing up (a) Title : often provocative, containing a paradox (b) Observation (Ist-Zustand): before 2010 = There is a problem related to climate change or energy reserves since 2013 = the world changes and develops (c) Logical consequence: it is necessary to reach the Soll-Zustand before 2010 = find technological solutions in order to combat climate change since 2013 = accomplish the energy transition in order to combat climate change (d) We are responsible (e) Consequently we act and we have solutions to the problems before 2010 = technical data since 2013 = call for collaboration from all (included the consumer) in particular in a financial form!!! (f) «we are innovating», thus «we are the best» 25

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27 Thank you! 27