When everything is NOT awesome
Aktivisme, anklager og krisen som kontekst
DOI:
https://doi.org/10.52610/rhs.v22i77.48Nyckelord:
crisis rhetoric, organizational rhetoric, corporate citizenship, social movements, rhetorical agencyAbstract
I 2014 gik en video fra Greenpeace viralt, som opfordrede Lego til at afbryde deres samarbejde med Royal Dutch Shell. Videoen rejste en uformel anklage og inviterede sit publikum til at støtte den, og det gjorde mere en million mennesker. En omdømmekrise blev påført de to globale virksomheder. Artiklen diskuterer den retorik, som muliggjorde den aktivistiske effekt og reflekterer over, hvorvidt Greenpeace satte et eksempel, der er værd at efterligne. Der argumenteres for, at videoens mobiliserende effekt ikke kan forklares alene ud fra dens spektakulære form og indhold. Vi må se også på klimakrisen som kontekst, og hvordan dens iboende affekt betød, at de følelsesmæssige appeller i videoen fik gennemslagskraft. Det var i høj grad den aktuelle klimakrise, sådan som den var indskrevet i videoen, der gjorde det muligt for Greenpeace at skabe en brændende platform for forandring i Lego og Shells adfærd. Artiklen retter den retoriske kritikers blik mod affekt som retorisk vilkår og krisen som en kontekst præget af destabilisering, hvor strukturer kan blive åbne for reform.
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