Environmental communication and campaigning: The case of Greenpeace's Alternative Futures campaign

这项研究的重点是最著名的国际环境组织之一的运动战略：绿色和平组织。它特别注意国际绿色和平组织的替代未来运动所使用的通信和在线/离线媒体战略。这场运动“旨在通过影响盟友和建立反叙事（团结，公平，正义，合作，互助，遗产和交叉性），以及建立内部能力和整个组织的实践社区，建立对抗西方发展模式（无限增长和提取）的力量。本研究探讨了替代性未来运动形成和发展背后的内部决策实践。它分析了另类未来运动团队如何识别，框架，并制定运动信息和战术。它跟踪运动的框架是如何受到不断的重构，从其他演员的反帧，这些框架通过“在地面抗议”，传统的新闻媒体，和较新的在线媒体系统的媒介化。该项目考虑了绿色和平组织对多模式沟通形式的使用，以及视觉表现、行为艺术、社会破坏、模因、广告、情感诉求等的重要性。通过国际绿色和平组织授予的研究权限，该项目通过访谈、观察、以及分析竞选文件这项研究导航关键战役决策是如何作出的，如建立时间框架，战术和信息的框架。此外，它还考虑了这些决定如何通过运动产出，包括社交媒体帖子和实地抗议活动的图像/视频进行包装和公开框架和重新构建。本研究主要运用了框架分析、语料库语言学和多模态分析等分析方法。总的来说，这项研究提供了对国际协调运动的日常运作和沟通策略的见解，同时揭示了环境运动的创新和新方式。

This research focuses on the campaign strategies of one of the most prominent international environmental organisations: Greenpeace. It pays specific attention to the communication and online/offline media strategies used by Greenpeace International's Alternative Futures campaign. This campaign 'aims to build counter power to the monolithic Western development model (infinite growth and extraction) through influencing allies and building counter narratives (solidarity, equity, justice, cooperation, mutual-aid, legacy, and intersectionality), as well as building internal capacity and a community of practice across the organisation'. This research examines the internal decision-making practices behind the formation and development of the Alternative Futures campaign. It analyses how the Alternative Futures campaign team identify, frame, and develop campaign messages and tactics. It traces how the campaign's frames are subject to continual reframing, counter framing from other actors, and the mediatization of these frames through 'on the ground protests', the traditional news media, and newer online media systems. It considers Greenpeace's use of multimodal forms of communication and the importance afforded to visual representations, performance art, social disruption, memes, advertising, emotional appeals and so on. Through the research access granted by Greenpeace International, this project explores developments within Greenpeace's organisational structure and internal decision-making practices, through conducting interviews, observations, and the analysis of campaign documents. This research navigates how key campaign decisions are made, such as establishing timeframes, tactics, and the framing of information. Furthermore, it considers how these decisions are then packaged and publicly framed and reframed through campaign outputs, including social media posts, and images/videos from on the ground protests. Primarily this research draws upon the analytical methods of a frame analysis, corpus linguistics, and multimodal analysis. Overall, this research provides insights into the everyday workings and communication strategies of an internationally coordinated campaign, whilst shedding light on innovative and new ways of environmental campaigning.