“The ‘Sustainable’ Languages of Greenpeace - a multimodal investigation”

Ecological issues are shaping narratives in virtually every discourse domain including news media, advertising, story-telling, social platforms Informed by a green sensitiveness, such narratives are developing new attitudes and forms of multimodal communication which have recently been investigated through the lens of Ecolinguistics (Stibbe 2015, 2016). Greenpeace utilizes media-savvy communication to expose environmental threats raises the level of public awareness, with the declared aim ‘to make the world a better place’ was founded in 1971 from a small group of engaged activists has developed into a global organization with offices in more than 50 countries. We aim to to investigate aspects of Gp’s campaigns, in particular through the MCDA of online videos of Gp’s protest activities against the background of Gp’s history of interventions to change the world, accounting for the socio-cultural implications of Gp’s pro-active communication