Tsvagiridzo yeHarvard inoratidza social media ndiyo muganho mutsva wehunyengeri hwemamiriro ekunze uye lag | Greenpeace int.

Amsterdam, Netherlands - Tsvagiridzo nyowani kubva kuHarvard University, yakapihwa basa neGreenpeace Netherlands, inoratidza kushandiswa kwakapararira kwegreenwashing uye tokenism nemhando huru dzemotokari dzeEurope, makambani endege nemakambani emafuta negasi kushandisa kushushikana kwevanhu nezvezvakatipoteredza uye kuparadzira disinformation online.

The report, Mimvuri mitatu yegirini (geza)ndiyo yakanyatso ongororo yeazvino kugadzirwa kwegirinhi nevatambi vemafuta efossil pa Twitter, Instagram, Facebook, TikTok uye YouTube.

Vatsvakurudzi vakashandisa nzira dzakanyatsosimbiswa dzesocial science kuronda mabrands 'social media zviitiko uye kuongorora mifananidzo nemashoko muzvinyorwa zvemakambani.[1][2]

Greenpeace activist Amina Adebisi Odofin akadaro: “Chirevo ichi chinoratidza kuti mazhinji emakambani aya anopedza nguva yakawanda ari pamhepo pamitambo, kubatsira uye fashoni pane mabhizimisi avo emadhora emabhiriyoni emadhora. Iyi mitambo yakajeka uye washwear inokurudzira kutengeswa kwezvinhu zvinokuvadza mamiriro ekunze uye zvinopisa kurwisana kwenyika dzakawanda uye kukanganisa kwekodzero dzevanhu pasi rose. Kana isu takazvipira kugadzirisa dambudziko remamiriro ekunze, tinoda kurambidzwa kushambadza mafuta efossil. "

Zvakawanikwa zvinosanganisira kuti imwe chete pavashanu "yegirinhi" ads yakatengesa chigadzirwa, uye yakasara ichishandira kuratidza mhando segirinhi. Imwe muzvishanu zvinyorwa kubva kumakambani emafuta, emotokari uye emuchadenga akashandisa zvemitambo, fashoni nemagariro - pamwe chete zvinonzi "kurasika" - kutsausa pfungwa kubva kumakambani makuru ebhizinesi mabasa uye mabasa. makambani akasiyana Kusimudzira chimiro chemifananidzo, varatidziri vechikadzi, vasiri mabhinari varatidziri, vasiri veCaucasian varatidziri, vechidiki, nyanzvi, vatambi, uye vanozivikanwa. kukudza mashoko avo ekugezesa girini nekunyengera.[3]

Zvikamu zviviri muzvitatu (67%) zvemafuta, auto, uye aerospace makambani ezvenhau akapenda "green innovation glow" pamabasa avo, ayo vanyori anozivisa seanomiririra akasiyana emhando uye madhigirii egreenwashing. Zvigadzirwa zvemotokari zvaive zvakanyanya kuita basa pasocial media kupfuura ndege nemakambani emafuta, zvichigadzira paavhareji zvakapetwa kaviri sendege uye zvakapetwa kana kupfuura makambani emafuta negasi. Mashoma mashoma mashoma ezvinyorwa anonyatso taura nezvekuchinja kwemamiriro ekunze, kunyangwe kuEurope kutyora rekodhi zhizha.

Geoffrey Supran, Research Associate muDhipatimendi reNhoroondo yeSainzi paHarvard University uye munyori anotungamira wechidzidzo ichi, akati: “Social media ndiyo muganhu mutsva wekunyengera kwemamiriro ekunze uye kunonoka. Zvatakawana zvinoratidza kuti sezvo Europe yakasangana nezhizha rinopisa zvakanyanya parekodhi, mamwe emakambani akanyanya kukonzeresa kudziya kwepasi akaramba akanyarara nezvedambudziko remamiriro ekunze pasocial media, achisarudza kushandisa mutauro nemifananidzo kuti vazviise zvine hungwaru seGreen, Innovative, Charitable Brands. .”

Chirevo chinosimbisa kuti social media ndiyo muganhu mutsva wemamiriro ekunze disinformation uye hunyengeri, zvichibvumira fossil mafuta anofarira kuita izvo zvinonzi nevaongorori "strategic branding." Uku kushanduka kwemaitiro eindasitiri yefodya, ayo kwemakumi emakore akabudirira kumisa kudzorwa kwezvinhu zvinouraya.

Vachitaura nevatungamiriri venyika kuUN General Assembly nezuro, Munyori Mukuru weUnited Nations, António Guterres, vakadaidzira kuti iongororwe zvakasimba nezve "fossil, mabhiriyoni-grossing PR muchina kuchengetedza indasitiri yemafuta." kudzivirira" uye kuvaenzanisa ne indasitiri yefodya vanomiririra uye vanotenderera vanachiremba avo kwemakumi emakore vakabudirira kuvharira kudzorwa kwechigadzirwa chavo chinouraya [2]. Greenpeace nemamwe masangano makumi mana ari kusundidzira chikumbiro cheEuropean Citizens' Initiative (ECI) ichidaidzira kuti pave nemutemo mutsva wakaita sefodya unorambidza kushambadzwa kwemafuta efossil uye kutsigira muEuropean Union.

Silvia Pastorelli, EU mamiriro ekunze uye simba activist akati: “Chimwe chezvatakawana chinoshamisa ndechekuti maindasitiri emafuta emuEurope, emota uye endege ari kupa runako rwechisikigo munhau dzesocial network zvine hunyengeri asi zvine hurongwa. Marudzi emota kunyanya anonyanya kushanda pasocial media pane ndege nemafuta makuru. Izvi zvinoreva kuti vagadziri vemotokari vane basa rakakura kwazvo rekuita mukuumba nhoroondo yeruzhinji nezvemamiriro ekunze, mafuta ezvicherwa uye shanduko yesimba. Iyi nzira inowanika kwose kwose uye ine simba munyaya dzeveruzhinji yakavanda mukuona pachena uye inoda kunyatsoongororwa. Iri ibasa rakarongeka rekugezesa girini rinoda kugadziriswa nekurambidza zviri pamutemo kushambadza kwemafuta efossil uye kutsigira muEurope yose, sezvakangoitwa nefodya. "

Gore rapfuura, Greenpeace EU nemamwe masangano makumi mana akatanga imwe Chikumbiro cheEuropean Citizens' Initiative (ECI). kurudziro yemutemo mutsva wakaita sefodya unorambidza kushambadzwa kwemafuta efosi uye kutsigira muEuropean Union.

Kekutanga gore rino, sangano reIntergovernmental Panel on Climate Change (IPCC) rakaona basa rekudyidzana neveruzhinji pamwe nekushambadza mukukonzera dambudziko remamiriro ekunze, ukuwo mazana emasayendisiti akasaina tsamba yaikurudzira masangano anodyidzana neveruzhinji pamwe nevanoshambadzira kuti amire kushanda nemakambani emafuta emafuta. uye kupararira kwekusaziva nezvemamiriro ekunze.[4][5]

Mashoko:

Zadzisa mushumo, Mimvuri mitatu yegirini (geza)

[1] Maitiro: Tsvagiridzo iyi yakaongorora 1 zvinyorwa kubva kumaakaundi mazana matatu nemakumi manomwe neshanu pamapuratifomu mashanu (Twitter, Instagram, Facebook, TikTok uye Youtube) pakati paChikumi 31 naChikunguru 2022st, 2.325 kubva pamhando gumi nembiri dzemotokari uye 375 ndege huru (nemari yemusika) uye makambani mashanu makuru fossil mafuta (neyakakura kuunganidzwa nhoroondo greenhouse gasi emissions 12-5). 5 zvinyorwa zvinyorwa uye zvinoonekwa zvakasiyana-siyana zvakanyorwa sechikamu chekuongorora kwezvinyorwa zvakashandisa nhamba yekuongorora (Fisher's exact test) yekubatana pakati pemisanganiswa yose yezvisiyana zvakasiyana.

[2] Chikwata chekutsvagisa uye manejimendi: Tsvagiridzo iyi yakaitwa nechikwata chevaongorori kubva kuHarvard uye masayendisiti emakomputa kubva kuAlgorithmic Transparency Institute. Tsvagiridzo iyi yakatungamirwa naHarvard's Geoffrey Supran, vane zvinyorwa zvinosanganisira ongororo yekutanga-yakaongororwa nevezera reExxonMobil yemakore makumi mana enhoroondo yekutaurirana nezvekuchinja kwemamiriro ekunze, zvichiratidza kuti kambani iyi yakatsausa veruzhinji nezvesainzi yemamiriro ekunze uye zvazvinokonzeresa.

[3] Kuongororwa kweExxonMobil's mamiriro ekunze kutaurirana (1977-2014)

[4] Chikonzero nei IPCC yakavhenekera nzvimbo pamasangano ekushambadzira achiri kushanda nevatengi vemafuta emafuta

[5] Masayendisiti anonangana nePR uye mafemu ekushambadzira avanopomera mhosva yekuparadzira disinformation

udza mashoko

Sol Gosetti, Fossil Yemahara Revolution Media Coordinator, Greenpeace Netherlands: [email inodzivirirwa]+44 (0) 7807352020 WhatsApp +44 (0) 7380845754

International Press Hofisi yeGreenpeace: [email inodzivirirwa]+31 (0) 20 718 2470 (inowanikwa maawa makumi maviri nemana pazuva)

tevera @greenpeacepress pa Twitter kune yedu yazvino mapepanhau epasi rose