Publication: Hablemos del tiempo. El imaginario publicitario del cambio climático
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2017
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Universidad de Sevilla
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Abstract
La irrupción en 2007 del cambio climático en el debate público ha venido acompañada de un nuevo marco comunicativo en el ámbito empresarial, la Responsabilidad Social Corporativa, donde la gran empresa se ubica a sí misma como agente clave a la hora de afrontar el reto que supone el calentamiento global. Pero la perspectiva propositiva de este agente de gran relevancia comunicativa recae en la eficiencia energética, el optimismo tecnológico y, sobre todo, en una sociedad de consumo desconectada de los impactos sociales y medioambientales que produce. La desconexión entre el escaparate de la tienda y el patio trasero de la producción, elemento constitutivo de la sociedad de consumo para la gran clase media global, renace en el mito del desacoplamiento absoluto entre el crecimiento económico y sus requerimientos e impactos materiales. Así que es esa idea de eficiencia tecnológica, recurso publicitario constante, el que hoy guía un mito que intenta salvaguardar de forma desesperada la idea de crecimiento económico y consumo para las clases medias.
The emergence of climate change in the public debate in 2007 has been accompanied by a new communicative framework in the corporate sphere, the Corporate Social Responsibility, where the big company places itself as the key agent at the time of facing the challenge that it entails global warming. But the propositive perspective of this agent of great communicative relevance rests on energy efficiency, technological optimism and, above all, on a consumer society disconnected from the social and environmental impacts that it produces. The disconnection between the shop window and the production backyard, a constituent element of consumer society for the large global middle class, is reborn in the myth of the absolute decoupling between economic growth and its requirements and material impacts. So it is this idea of tehcnological efficiency, constant advertising resource, which today guides a myth that tries desperately to safeguard the idea of economic growth and consumption for the middle classes.
The emergence of climate change in the public debate in 2007 has been accompanied by a new communicative framework in the corporate sphere, the Corporate Social Responsibility, where the big company places itself as the key agent at the time of facing the challenge that it entails global warming. But the propositive perspective of this agent of great communicative relevance rests on energy efficiency, technological optimism and, above all, on a consumer society disconnected from the social and environmental impacts that it produces. The disconnection between the shop window and the production backyard, a constituent element of consumer society for the large global middle class, is reborn in the myth of the absolute decoupling between economic growth and its requirements and material impacts. So it is this idea of tehcnological efficiency, constant advertising resource, which today guides a myth that tries desperately to safeguard the idea of economic growth and consumption for the middle classes.