Publication: La apropiación de la ideología ecologista por parte de los discursos de poder en España: un análisis desde la retórica constructivista
Authors
Molpeceres Arnáiz, Sara
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Publisher
Universidad de Murcia, Editum
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Description
Abstract
El presente trabajo pretende
dar cuenta de una situación que se está desarrollando en
la sociedad española (aunque es extrapolable al contexto inter
nacional)
en
la que los
discursos hegemónicos o de poder se están apropiando de conceptos ideológicos que
en principio les son ajenos, en este caso los de la ecología, para reenmarcarlos
ideológicamente desde su propio punto de vista y fusionarlos con conc
eptos propios.
De esta manera, la ideología ecologista, en principio contraria a los ideales de las
grandes empresas
o instituciones conservadoras
, acaba reforzando y legitimando las
acciones de estas, incluso cuando son contrarias a l
a
s propi
a
s
reivindica
ciones
ecologistas.
Como ejemplo de dicha situación
,
en el presente trabajo presentamos
el
análisis de
dos campañas de publicidad dirigidas al público infantil,
la campaña de
Repsol
'Misión futuro'
y la
campaña 'Cazador por un día', de la
Federación de Caz
a de
Castilla y León (
realizada con fondos
d
el gobierno regional de la Junta de Castilla y
León). En ambos casos,
aplicando
el marco teórico
-
metodológico de la retórica
constructivista, l
os
objetivo
s
de nuestro análisis ha
n
sido
, primero,
establecer cómo
e
n
dichos discursos
se
realiza un reenmarcado ideológico de
l ideario
verde, que
es
reinterpre
tado
a favor de
la ideología hegemónica
y
, segundo,
cómo en e
ste
proceso se acuñan nuevos conceptos, sobre todo metafóricos,
que
entremezclan e igualan
la
ide
ología
ecologista
y la ideología hegemónica en el
discurso de poder.
This paper deals with the ideological appropriation of ecologi cal topics and concepts i n hege monic discourses , a process through which business and political discourses in Spain (and possibly in the international scene) are reinterpreting 'green' idea s and making them their own. Thus, the ecological ideology once antithetical to large transnationa l /multinational energetic companies and conservative g overnments ' ideals is now used by them, reinforcing and legitimating these companies and government s ' actions, even when they are clearly contrary to green claims. Bearing this complex context in mind , the goal of the paper is to analyse two case studies of advertising campaigns intended for children : Repsol 's campaign ' Mission Future' , and 'Hunter for a Day', campaign produced by the Cas tilla y León Hunting Federation (with funding f rom the Casti lla y L eón Government). Within the theoretical and methodological frame of constructivist rhetoric, our analysis aims to explain , first, how both advertising campaigns reinterpret ecological contents on their behalf, and , second, how new concepts (metaphors, in p articular) are created in the process, i.e. blending concepts which illustrate the fusion between green ideals and hegemonic ideology in power discourses.
This paper deals with the ideological appropriation of ecologi cal topics and concepts i n hege monic discourses , a process through which business and political discourses in Spain (and possibly in the international scene) are reinterpreting 'green' idea s and making them their own. Thus, the ecological ideology once antithetical to large transnationa l /multinational energetic companies and conservative g overnments ' ideals is now used by them, reinforcing and legitimating these companies and government s ' actions, even when they are clearly contrary to green claims. Bearing this complex context in mind , the goal of the paper is to analyse two case studies of advertising campaigns intended for children : Repsol 's campaign ' Mission Future' , and 'Hunter for a Day', campaign produced by the Cas tilla y León Hunting Federation (with funding f rom the Casti lla y L eón Government). Within the theoretical and methodological frame of constructivist rhetoric, our analysis aims to explain , first, how both advertising campaigns reinterpret ecological contents on their behalf, and , second, how new concepts (metaphors, in p articular) are created in the process, i.e. blending concepts which illustrate the fusion between green ideals and hegemonic ideology in power discourses.
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