| Summary: | 碩士 === 國立政治大學 === 國際經營與貿易學系 === 106 === How can a corporate oil spill accident in the Gulf of Mexico ripple across to hit on London’s arts spaces? A host of environmental activists make that happen by holding some of Britain’s illustrious arts museums responsible for their sponsorship tie-ups with oil firm BP. Symbolical gestures and emotive language nearly shadow the moves of activists, but for the multinational energy firm and the arts, the heart of the matter is how they reframe to shape public perception. Setting the stage on the protests against BP arts sponsorship, this paper centers on the concept of framing, and examines whether actors strategically embed an underlying logic within their statements and nonverbal behavior. Beyond non-market based framing, this paper also brings up issue of a counterintuitive form of protest in which sponsored parties are increasingly made corporate scapegoats. Taken together, a few strategic suggestions are proposed to help future organizational parties anticipate the framing moves of campaigners.
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