| Summary: | 碩士 === 國立交通大學 === 傳播研究所 === 100 === Over the years, green issues have been more and more talked about by government, business and the media. Action Green Campaign, launched June, 2010, is Commonwealth Magazine’s most recent green campaign, cooperate with Ministry of Education and eight enterprises. Through this green campaign, we can observe how the government, business and the media constitute the green discourse at the same field, it’s an essential part to analysis in this article.
The definition of“Green”is diverse and confusing, however, there is few study to discuss how the green concept is constituted. In Taiwan, most of the dissertations focus on the green marketing and the green consumption, green consumer research is mainstream.
In this article, we examine the campaign website which heavily incorporates green marketing, and the activity of reduce carbon emissions. Discourse analysis has gained ground and proliferated in the analysis of global environmental change in sociology, political ecology and policy studies. First section, we use Dryzek’s environment discourse to analysis the green content constituted, from “Basic entities recognized or constructed”,“Assumptions about natural relationships”,“Agents and their motives”and “Key metaphors and other rhetorical devices”. Second section, we utilize Foucault’s power-knowledge relationships to analysis this green discourse practice. The purpose is to find the interaction between the three, and the rhetoric they use.
The numerous scientific expert advisors that have emerged on the green discourse, and play an authoritative role in the construction of these knowledge. At the same time, the green enterprise and consumer are constituted as agent in the green discourse, green concept is commodifed. During this process, media is meditation to rationalize the ideology of the green concept in the society.
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