REFRAMING AS INFLUENCE MEANS IN COMMUNICATION ON ECOLOGICAL THEMES
Babyre Elena Valentinovna
Taras Shevchenko National University of Kyiv, Ukraine
Abstract. The article is devoted to the analysis of reframing process in commercial organizations marketing campaigns aimed at improving the image of goods and manufacturers. Within ecological communication the frames Free Market vs. Environment and Jobs vs. Environment and manipulative communication strategies and tactics with eco-component are examined. Contentious discursive space is analyzed by the example of the anti-ecological program of the oil corporation ExxonMobil.
Key words and phrases: фрейм, рефрейминг, концепт, экологический дискурс, эко-компонент, манипулятивная стратегия, манипулятивная тактика, свободный рынок, frame, reframing, concept, environmental discourse, eco-component, manipulative strategy, manipulative tactics, free marke
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