绿色和平组织的媒体策略及其在中国的适应性改变-ohiolinketd.pdfVIP

绿色和平组织的媒体策略及其在中国的适应性改变 The Adaptive Media Strategy of Greenpeace in China Thesis Presented in Partial Fulfillment of the Requirements for the Degree Master of Arts in the Graduate School of The Ohio State University By Evan Thomas Brooks, B.A. East Asian Languages and Literatures The Ohio State University 2012 Thesis Committee: Galal Walker, Advisor Wang Jianqi Copyright by Evan Thomas Brooks 2012 NOTE: To conserve resources, please only print if necessary, and on both sides of the sheet. Abstract Greenpeace, one of the world’s largest environmental organizations, has existed for more than 40 years on the Quaker principles of “bearing witness” and “non-violent, direct action.” Its roots lie in North America during the. Based on the aforementioned principles, and those of ecological and social equity, this international non-governmental organization eventually expanded across the globe. Nearly 10 years ago, Greenpeace made it to mainland China. Nevertheless, Greenpeace found that its stalwart tactics of bearing witness and direct action were much more difficult to implement. Greenpeace needed to adapt to the nuances of Chinese society . This caused Greenpeace to take a slightly more indirect stance with its media strategy; rather than its traditional and rather direct approach of exposing scandals and staging elaborate media stunts. This paper aims to analyze