The Adaptive Media Strategy of Greenpeace in China

Bibliographic Details
Main Author:	Brooks, Evan Thomas
Language:	Chinese
Published:	The Ohio State University / OhioLINK 2012
Subjects:	Ecology Environmental Studies International Relations Language Mass Communications Mass Media Greenpeace China media strategies in China environmentalism in China adaptation to Chinese society
Online Access:	http://rave.ohiolink.edu/etdc/view?acc_num=osu1338388499

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spelling	ndltd-OhioLink-oai-etd.ohiolink.edu-osu13383884992021-08-03T06:05:34Z The Adaptive Media Strategy of Greenpeace in China Brooks, Evan Thomas Ecology Environmental Studies International Relations Language Mass Communications Mass Media Greenpeace China media strategies in China environmentalism in China adaptation to Chinese society <p>Greenpeace, one of the world’s largest environmental organizations, has existed for more than 40 years on the Quaker principles of “bearing witness” and “non-violent, direct action.” Its roots lie in North America during the. Based on the aforementioned principles, and those of ecological and social equity, this international non-governmental organization eventually expanded across the globe.</p><p>Nearly 10 years ago, Greenpeace made it to mainland China. Nevertheless, Greenpeace found that its stalwart tactics of bearing witness and direct action were much more difficult to implement. Greenpeace needed to adapt to the nuances of Chinese society. This caused Greenpeace to take a slightly more indirect stance with its media strategy; rather than its traditional and rather direct approach of exposing scandals and staging elaborate media stunts.</p><p>This paper aims to analyze Greenpeace’s media strategy and the adaptations it required to achieve any sort of success in China. It will look at the foundation of Greenpeace’s thinking, its perceived methods for affecting positive change and the results of that work. This paper will show that Greenpeace places great value in its existence in China and is willing to learn more and adapt accordingly to China’s society in order to achieve its goals.</p> 2012-06-26 Chinese text The Ohio State University / OhioLINK http://rave.ohiolink.edu/etdc/view?acc_num=osu1338388499 http://rave.ohiolink.edu/etdc/view?acc_num=osu1338388499 unrestricted This thesis or dissertation is protected by copyright: all rights reserved. It may not be copied or redistributed beyond the terms of applicable copyright laws.
collection	NDLTD
language	Chinese
sources	NDLTD
topic	Ecology Environmental Studies International Relations Language Mass Communications Mass Media Greenpeace China media strategies in China environmentalism in China adaptation to Chinese society
spellingShingle	Ecology Environmental Studies International Relations Language Mass Communications Mass Media Greenpeace China media strategies in China environmentalism in China adaptation to Chinese society Brooks, Evan Thomas The Adaptive Media Strategy of Greenpeace in China
author	Brooks, Evan Thomas
author_facet	Brooks, Evan Thomas
author_sort	Brooks, Evan Thomas
title	The Adaptive Media Strategy of Greenpeace in China
title_short	The Adaptive Media Strategy of Greenpeace in China
title_full	The Adaptive Media Strategy of Greenpeace in China
title_fullStr	The Adaptive Media Strategy of Greenpeace in China
title_full_unstemmed	The Adaptive Media Strategy of Greenpeace in China
title_sort	adaptive media strategy of greenpeace in china
publisher	The Ohio State University / OhioLINK
publishDate	2012
url	http://rave.ohiolink.edu/etdc/view?acc_num=osu1338388499
work_keys_str_mv	AT brooksevanthomas theadaptivemediastrategyofgreenpeaceinchina AT brooksevanthomas adaptivemediastrategyofgreenpeaceinchina
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The Adaptive Media Strategy of Greenpeace in China

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