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License Agreement on scientific materials use.
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REFRAMING AS INFLUENCE MEANS IN COMMUNICATION ON ECOLOGICAL THEMES
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Elena Valentinovna Babyre
Taras Shevchenko National University of Kyiv, Ukraine
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Submitted:
December 12, 2013
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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.
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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 market
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