Social Media and Climate Action: A Case Study of Greenpeace’s Online Mobilization Campaigns Targeting Global Brands

• In Event: Media, Social Media, and Environmental Action

Abstract

This article analyzes three recent successful Greenpeace campaigns against global corporations –Nestlé, Facebook, and Mattel – as case studies in the organization’s approach to campaigning on climate change issues. In the context of accelerated globalisation, the rise of eco-business governance, Greenpeace climate activism, and social movement theory, we examine the connective action frames and e-tactics used to mobilize transnational supporters to actively participate in the campaigns. Based on a discourse analysis of the campaigns’ communication on Greenpeace’s website and social media, including Facebook and YouTube, and on three depth interviews with key Greenpeace personnel, our analysis reveals Greenpeace framed the campaigns in terms of political consumption and mobilized its supporters via its website and social media to engage in discursive forms of political consumption. Implications for digital mobilization and climate advocacy campaigns are discussed.

Authors

• Merav Katz-Kimchi, School of Sustainability, IDC

• Lucy Atkinson, U of Texas - Austin