A semiótica no greenwashing: uma breve reflexão
Keywords:
Greenwashing, semiótica, comunicação, sustentabilidade, ecobranqueamentoAbstract
A comunicação em torno das temáticas da responsabilidade social empresarial têm sido uma constante há já vários anos. Recentemente, o foco na comunicação da sustentabilidade tornou-se fundamental para a continuidade da reputação das empresas, fazendo com que as últimas décadas tenham ficado marcadas por um crescimento de rótulos, mensagens e informações que podem ser caracterizadas como práticas de ecobranqueamento – greenwashing. O presente artigo visa uma reflexão sobre o papel que a semiótica desempenha também no greenwashing. Pretende-se analisar em que medida a apropriação da natureza anfibológica dos símbolos e dos signos, no domínio das alterações climáticas, podem afetar os significados e as perceções que as pessoas têm de produtos, serviços ou organizações.
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