GREENWASHING. WPŁYW DEZINFORMACJI NA DYSKURS O EKOLOGII I KLIMACIE
GREENWASHING. THE IMPACT OF DISINFORMATION ON THE DISCOURSE ON ECOLOGY AND CLIMATE

Summary/Abstract: Awareness of climate change and orientation towards ecology also poses challenges of a communication nature, because what and how we talk about ecology affects specific actions. The broadly understood business environment must face the need to change the company’s entire policy, both in the internal, i.e. product, and external dimension. In this way, disinformation content is implemented in the information ecosystem, both of the disinformation and misinformation type, misleading the recipients. They distort the image of reality not only in the context of the company publishing them, but above all they influence the formation of the discourse on the climate. Social attitudes around the topic of ecology show how much polarization we are dealing with: mutually exclusive narratives are created, among which the average recipient of content may feel lost. In addition, the rate of information growth introduces more and more chaos and misunderstanding. Dealing with greenwashing disinformation therefore seems to be a challenge equivalent to those related to the direct protection of the planet. The aim of the article is to present the specificity of the greenwashing phenomenon and to demonstrate its impact on the public debate around ecology

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