Date of Award
Bryant, Susan (Communications, Media and Film)
CC BY-NC-ND 4.0
The "going green" trend, having emerged in a society increasing driven and defined by consumption, has helped produce a discourse that significantly aids in the conservation of capitalism while simultaneously likening the consumption of "green" products to environmentalism. Coupled with an increase in media attention, celebrity endorsement, a growing "cool" factor and cause-related marketing strategies, the combination has largely supplanted earlier understandings. Using Foucauldian discourse analysis I will examine a series of newspaper articles from the 1960s to 2008. I will trace the shifts that have emerged in popular discourse that have allowed for a connection between consumption and activism to arise. Moreover, I will also examine how this connection has altered the nature of activism, moving away from collective forms to a more individualized approach. The implications of this shift will be also be discussed in relation to other social movements, highlighting social justice issues.
Petkovic, Milica, "From Environmental Activism to Consumer Action: A Historical Analysis of the Environmental Movement" (2009). Electronic Theses and Dissertations. 4.