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Constructing the Green Consumer: a Critical Discourse Analysis of Nestle’s Press Releases

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2020
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Media and Communication
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http://hdl.handle.net/20.500.12613/7932
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http://dx.doi.org/10.34944/dspace/7904
Abstract
This paper aims to explore how Nestle imagines and projects the ideal company that is environmentally friendly. A critical discourse analysis of Nestle’s press releases available on the company’s website illustrates three strategic movements that work to improve and maintain the company’s image. I argue that through the power afforded by access to discourse (Van Dijk, 1993), Nestle imagines and articulates the ideal green multinational, and while doing so constructs the desired eco-friendly consumer.
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This research project was completed as part of the MC 9205 Content Analysis course.
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