A Study of Greenpeace Campaigns: Environmental Communication of Video Game Console Developers
Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
This thesis explores the three campaigns Greenpeace has made towards the video game console producing companies, Sony, Microsoft and Nintendo. Using a qualitative approach I investigate how communication from an environmental organization may affect companies and what challenges Greenpeace face when they develop campaigns in relation to companies. Even though the industry is quickly expanding, almost no one had ever discussed video game consoles in relation to the environment. The situation changed when Greenpeace included Microsoft and Nintendo in their 6th edition of the “Guide to Greener Electronics”. In this guide companies in the consumer electronic industry were ranked based on their environmental communication and Microsoft and Nintendo received a very low score. Greenpeace was critiqued for the way their guide was carried out. The “Clash of the Consoles” campaign was an internet video summarizing the critics towards the game console producing companies from “Guide to Greener Electronics”. The campaign “Playing Dirty” investigated chemicals in the consoles and concluded that the companies followed legislation on regulated chemicals, but on unregulated chemicals high levels was fond in some cases. Greenpeace is usually known for using a direct approach with striking images in their campaigns. But in these cases no striking images have been used which makes it harder for them to gain sympathy for their campaigns. The concept of CSR which is socially constructed has great importance for environmental communication. However CSR has a large number of different interpretations. As shown in the thesis Greenpeace and the three companies focus on different aspects of CSR.
Place, publisher, year, edition, pages
2011. , 58 p.
Communication, CSR, Greenpeace, Electronics, Social movements, Video Game consoles
Media and Communications
IdentifiersURN: urn:nbn:se:sh:diva-10887OAI: oai:DiVA.org:sh-10887DiVA: diva2:436253
Subject / course
2011-06-09, MD 515, Södertörns högskola, Alfred Nobels Allé 7, Flemingsberg, 141 89 Huddinge, 13:00 (English)
UppsokSocial and Behavioural Science, Law
Boström, Magnus, Högskolelektor
Loftsson, Elfar, Professor