{"id":7776,"date":"2022-09-21T14:36:46","date_gmt":"2022-09-21T11:36:46","guid":{"rendered":"https:\/\/www.greenpeace.org\/romania\/?p=7776"},"modified":"2026-03-31T15:50:26","modified_gmt":"2026-03-31T12:50:26","slug":"o-investigatie-de-la-harvard-arata-ca-platformele-de-social-media-sunt-mediul-preferat-al-companiilor-pentru-a-si-exprima-falsa-ingrijorare-fata-de-schimbarile-climatice","status":"publish","type":"post","link":"https:\/\/www.greenpeace.org\/romania\/articol\/7776\/o-investigatie-de-la-harvard-arata-ca-platformele-de-social-media-sunt-mediul-preferat-al-companiilor-pentru-a-si-exprima-falsa-ingrijorare-fata-de-schimbarile-climatice\/","title":{"rendered":"O investiga\u021bie de la Harvard arat\u0103 c\u0103 platformele de social media sunt mediul preferat al companiilor din industria fosil\u0103 pentru a-\u0219i exprima falsa \u00eengrijorare fa\u021b\u0103 de schimb\u0103rile climatice"},"content":{"rendered":"\n<p>O nou\u0103 investiga\u021bie a Universit\u0103\u021bii Harvard, comandat\u0103 de Greenpeace Olanda, intitulat\u0103 <strong><em><a href=\"https:\/\/www.greenpeace.org\/static\/planet4-romania-stateless\/2022\/09\/c9760395-threeshadesofgreenwashing.pdf\" target=\"_blank\" rel=\"noreferrer noopener\">Three shades of green(washing)<\/a><\/em><\/strong>, a urm\u0103rit comunicarea pe re\u021belele de socializare ale celor mai mari m\u0103rci de automobile, companii aeriene \u0219i companii de petrol \u0219i gaze din Europa, dezv\u0103luind utilizarea de tehnici de greenwashing pentru a \u00een\u0219ela publicul \u00een leg\u0103tur\u0103 cu eforturile lor de a proteja natura \u0219i clima.<\/p>\n\n<p>Raportul este cea mai am\u0103nun\u021bit\u0103 evaluare a recentelor practici de greenwashing ale industriei combustibililor fosili pe Twitter, Instagram, Facebook, TikTok \u0219i YouTube. Folosind metode consacrate de cercetare pentru a analiza at\u00e2t imaginile, c\u00e2t \u0219i textul din post\u0103rile companiilor, cercet\u0103torii de la Harvard au constatat c\u0103:<\/p>\n\n<ul class=\"wp-block-list\"><li>Doar un num\u0103r neglijabil de post\u0103ri au f\u0103cut referire explicit\u0103 la schimb\u0103rile climatice, \u00een ciuda temperaturilor record din vara aceasta.<\/li><li>Dou\u0103 treimi (67%) din post\u0103rile pe re\u021belele sociale ale companiilor petroliere, auto \u0219i aeriene au dat o nuan\u021b\u0103 de &#8222;inova\u021bie ecologic\u0103&#8221; opera\u021biunilor lor.<\/li><li>Una din cinci post\u0103ri ale companiilor petroliere, auto \u0219i aeriene au folosit teme precum sportul, moda \u0219i cauzele sociale pentru a distrage aten\u021bia de la activit\u0103\u021bile poluante ale companiilor.&nbsp;&nbsp;<\/li><li>Companiile au <strong>folosit<\/strong> <strong>imagini cu peisaje naturale, cu persoane de sex feminin, cu persoane care nu sunt de culoare alb\u0103, cu tineri, cu exper\u021bi, cu sportivi \u0219i cu celebrit\u0103\u021bi <\/strong>pentru a-\u0219i consolida mesajele de greenwashing \u0219i de inducere \u00een eroare.<\/li><\/ul>\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"819\" height=\"1024\" src=\"https:\/\/www.greenpeace.org\/static\/planet4-romania-stateless\/2022\/09\/b2cb260a-un-nou-studiu-harvard-arata-ca-67-din-postarile-companiilor-fosile-fac-greenwashing.-819x1024.png\" alt=\"\" class=\"wp-image-7778\" srcset=\"https:\/\/www.greenpeace.org\/static\/planet4-romania-stateless\/2022\/09\/b2cb260a-un-nou-studiu-harvard-arata-ca-67-din-postarile-companiilor-fosile-fac-greenwashing.-819x1024.png 819w, https:\/\/www.greenpeace.org\/static\/planet4-romania-stateless\/2022\/09\/b2cb260a-un-nou-studiu-harvard-arata-ca-67-din-postarile-companiilor-fosile-fac-greenwashing.-240x300.png 240w, https:\/\/www.greenpeace.org\/static\/planet4-romania-stateless\/2022\/09\/b2cb260a-un-nou-studiu-harvard-arata-ca-67-din-postarile-companiilor-fosile-fac-greenwashing.-768x960.png 768w, https:\/\/www.greenpeace.org\/static\/planet4-romania-stateless\/2022\/09\/b2cb260a-un-nou-studiu-harvard-arata-ca-67-din-postarile-companiilor-fosile-fac-greenwashing.-1229x1536.png 1229w, https:\/\/www.greenpeace.org\/static\/planet4-romania-stateless\/2022\/09\/b2cb260a-un-nou-studiu-harvard-arata-ca-67-din-postarile-companiilor-fosile-fac-greenwashing.-1638x2048.png 1638w, https:\/\/www.greenpeace.org\/static\/planet4-romania-stateless\/2022\/09\/b2cb260a-un-nou-studiu-harvard-arata-ca-67-din-postarile-companiilor-fosile-fac-greenwashing.-1093x1366.png 1093w, https:\/\/www.greenpeace.org\/static\/planet4-romania-stateless\/2022\/09\/b2cb260a-un-nou-studiu-harvard-arata-ca-67-din-postarile-companiilor-fosile-fac-greenwashing.-272x340.png 272w\" sizes=\"auto, (max-width: 819px) 100vw, 819px\" \/><\/figure>\n\n<p>Doar una din cinci reclame pentru ma\u0219ini &#8222;verzi&#8221; promova \u00een mod direct un produs, restul au avut rolul principal de a prezenta marca ca fiind ecologic\u0103. Companiile auto au fost mult mai proactive \u00een social media dec\u00e2t companiile aeriene \u0219i companiile petroliere, gener\u00e2nd \u00een medie de dou\u0103 ori mai mult con\u021binut dec\u00e2t companiile aeriene \u0219i de patru ori mai mult dec\u00e2t companiile petroliere \u0219i de gaze.<\/p>\n\n<p><strong><a rel=\"noreferrer noopener\" href=\"https:\/\/www.greenpeace.org\/static\/planet4-romania-stateless\/2022\/09\/c9760395-threeshadesofgreenwashing.pdf\" target=\"_blank\">Investiga\u021bia<\/a> a analizat 2.325 de post\u0103ri \u00eentre 1 iunie \u0219i 31 iulie 2022, de pe 375 de conturi de pe cinci platforme de la cele mai mari 12 m\u0103rci auto, 5 mari companii aeriene \u0219i 5 mari companii de combustibili fosili<\/strong> \u0219i a fost realizat\u0103 de cercet\u0103torul de la Harvard, Dr. Geoffrey Supran, \u0219i de informaticieni de la Algorithmic Transparency Institute.&nbsp;<strong>Geoffrey Supran, cercet\u0103tor asociat \u00een cadrul Departamentului de Istorie a \u0218tiin\u021bei de la Universitatea Harvard \u0219i autorul principal al cercet\u0103rii, a declarat: <\/strong>&#8222;Rezultatele noastre arat\u0103 c\u0103, \u00een timp ce Europa se confrunta cu cea mai c\u0103lduroas\u0103 var\u0103 \u00eenregistrat\u0103 vreodat\u0103, unele dintre companiile cele mai responsabile pentru \u00eenc\u0103lzirea global\u0103 au p\u0103strat t\u0103cerea pe re\u021belele de socializare cu privire la criza climatic\u0103, aleg\u00e2nd \u00een schimb s\u0103 foloseasc\u0103 limbajul \u0219i imaginile pentru a se pozi\u021biona strategic ca m\u0103rci ecologice, inovatoare \u0219i caritabile&#8221;.<\/p>\n\n<p>Raportul confirm\u0103 c\u0103 re\u021belele de social media sunt mediul principal de dezinformare \u0219i \u00een\u0219el\u0103ciune \u00een leg\u0103tur\u0103 cu problemele climatice, permi\u021b\u00e2nd companiilor fosile s\u0103 se angajeze \u00een ceea ce cercet\u0103torii numesc &#8222;pozi\u021bionarea strategic\u0103 a m\u0103rcii&#8221;. Aceasta este o evolu\u021bie a tacticilor de PR folosite de industria tutunului, care a blocat cu succes reglementarea produselor sale mortale timp de decenii.<\/p>\n\n<p class=\"has-text-align-center has-green-500-background-color has-background\"><strong><a href=\"https:\/\/www.greenpeace.org\/static\/planet4-romania-stateless\/2022\/09\/c9760395-threeshadesofgreenwashing.pdf\" target=\"_blank\" rel=\"noreferrer noopener\">CITE\u0218TE RAPORTUL INTEGRAL<\/a><\/strong><\/p>\n\n<p>Starea critic\u0103 a comunic\u0103rii din social media a fost remarcat\u0103 \u0219i de c\u0103tre \u00eenal\u021bi oficiali de la ONU. Ieri (20 septembrie 2022), secretarul general al Organiza\u021biei Na\u021biunilor Unite, Ant\u00f3nio Guterres, s-a adresat liderilor din cadrul Adun\u0103rii Generale a ONU, <a href=\"https:\/\/www.reuters.com\/business\/environment\/polluters-must-pay-says-un-chief-urges-taxes-help-climate-victims-2022-09-20\/\">solicit\u00e2nd o supraveghere mai atent\u0103 a &#8222;ma\u0219in\u0103riei de rela\u021bii PR a industriei combustibililor fosili<\/a>, care \u00eencaseaz\u0103 miliarde de dolari pentru a-\u0219i proteja clien\u021bii&#8221;.<\/p>\n\n<p><strong>Silvia Pastorelli, coordonator campanii Clim\u0103 \u0219i Energie Greenpeace UE: <\/strong>&#8222;Una dintre cele mai surprinz\u0103toare constat\u0103ri ale noastre este c\u0103 industriile europene ale petrolului, automobilelor \u0219i companiilor aeriene \u00ee\u0219i \u00eensu\u0219esc \u00een mod subtil, dar sistematic, frumuse\u021bea naturii \u00een con\u021binutul lor din social media pentru a-\u0219i &#8222;ecologiza&#8221; imaginea public\u0103. M\u0103rcile auto, \u00een special, sunt mult mai proactive pe re\u021belele de socializare dec\u00e2t companiile aeriene \u0219i petroliere. Acest lucru \u00eenseamn\u0103 c\u0103 produc\u0103torii de automobile joac\u0103 un rol mult mai important \u00een modelarea nara\u021biunii publice privind clima, combustibilii fosili \u0219i tranzi\u021bia energetic\u0103. Aceast\u0103 tehnic\u0103 omniprezent\u0103 \u0219i puternic\u0103 de PR necesit\u0103 o examinare mai atent\u0103 \u0219i o interdic\u021bie legal\u0103 a tuturor reclamelor la combustibili fosili \u0219i a sponsoriz\u0103rilor din partea acestui sector \u00een \u00eentreaga Europ\u0103, a\u0219a cum s-a \u00eent\u00e2mplat \u00een cazul industriei tutunului.&#8221;<\/p>\n\n<p>Anul trecut, Greenpeace EU \u0219i alte 40 de organiza\u021bii au lansat o <a href=\"https:\/\/banfossilfuelads.org\/\">peti\u021bie \u00een cadrul Ini\u021biativei Cet\u0103\u021bene\u0219ti Europene (<\/a>ECI) prin care solicit\u0103 o nou\u0103 lege similar\u0103 celei privind tutunul, care s\u0103 interzic\u0103 publicitatea la combustibili fosili \u0219i sponsorizarea din partea companiilor acestui sector \u00een Uniunea European\u0103.<\/p>\n\n<p><strong>Amina Adebisi Odofin, campaigner Greenpeace, a declarat: <\/strong>&#8222;Acest raport arat\u0103, de asemenea, c\u0103 multe dintre aceste companii denatureaz\u0103 realitatea, acord\u00e2nd mai mult\u0103 aten\u021bie \u00een mediul online sportului, problemelor sociale \u0219i modei dec\u00e2t opera\u021biunilor lor multimiliardare alimentate cu combustibili fosili. Dac\u0103 vrem s\u0103 abord\u0103m cu seriozitate criza climatic\u0103, avem nevoie de interzicerea publicit\u0103\u021bii pentru companiile fosile.&#8221;<\/p>\n\n<p>Pentru prima dat\u0103 \u00een acest an, Intergovernmental Panel on Climate Change (IPCC) a identificat rolul publicit\u0103\u021bii \u00een alimentarea crizei climatice, \u00een timp ce sute de oameni de \u0219tiin\u021b\u0103 au semnat o scrisoare prin care solicit\u0103 agen\u021biilor de PR \u0219i de publicitate s\u0103 \u00eenceteze s\u0103 mai colaboreze cu companiile din industria combustibililor fosili \u0219i s\u0103 nu mai r\u0103sp\u00e2ndeasc\u0103 dezinform\u0103ri climatice.[1] [2]<\/p>\n\n<p class=\"has-text-align-center\"><strong>Avem nevoie ca UE s\u0103 ia atitudine pentru binele oamenilor \u0219i al planetei.\u00a0<\/strong><\/p>\n\n<p class=\"has-text-align-center has-yellow-background-color has-background\"><strong><a href=\"https:\/\/suport.greenpeace.ro\/stopgreenwashing\" target=\"_blank\" rel=\"noreferrer noopener\">Adaug\u0103-\u021bi numele pe lista tuturor celor care sprijin\u0103 ini\u021biativa cet\u0103\u021beneasc\u0103 european\u0103 \u0219i cere \u0219i tu Comisiei Europene s\u0103 interzic\u0103 reclamele la combustibili fosili \u0219i sponsoriz\u0103rile din partea acestui sector toxic.<\/a><\/strong><\/p>\n\n<p><strong>NOTE<\/strong><\/p>\n\n<p>[1] <a href=\"https:\/\/www.thedrum.com\/opinion\/2022\/04\/07\/why-the-ipcc-shone-spotlight-ad-agencies-still-working-with-fossil-fuel-clients\">De ce IPCC a adus \u00een aten\u021bia public\u0103 agen\u021biile de publicitate care \u00eenc\u0103 lucreaz\u0103 cu clien\u021bi produc\u0103tori de combustibili fosili<\/a><\/p>\n\n<p>[2] <a href=\"https:\/\/www.reuters.com\/business\/cop\/scientists-target-pr-ad-firms-they-accuse-spreading-disinformation-2022-01-19\/\">Oamenii de \u0219tiin\u021b\u0103 acuz\u0103 firmele de PR \u0219i de publicitate de de dezinform<\/a>are<\/p>\n\n<p>[3] Metodologie: O echip\u0103 de cercet\u0103tori de la Universitatea Harvard \u0219i de la Algorithmic Transparency Institute a analizat un total de 2.325 de post\u0103ri \u00een limba englez\u0103 publicate \u00een vara anului 2022 de 375 de conturi de pe 5 platforme: Twitter, Instagram, Facebook, TikTok \u0219i Youtube. Conturile studiate includ cele mai mari 12 m\u0103rci de automobile \u0219i cele mai mari 5 companii aeriene, precum \u0219i cele 5 companii de combustibili fosili cu cele mai mari emisii istorice cumulate de gaze cu efect de ser\u0103 (1965-2018). 145 de variabile textuale \u0219i vizuale au fost codificate ca parte a unei analize de con\u021binut care a utilizat un test statistic (testul Fisher) pentru asocieri \u00eentre toate combina\u021biile de variabile independente.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>O nou\u0103 investiga\u021bie a Universit\u0103\u021bii Harvard, comandat\u0103 de Greenpeace Olanda, intitulat\u0103 Three shades of green(washing), a urm\u0103rit comunicarea pe re\u021belele de socializare ale celor mai mari m\u0103rci de automobile, companii&hellip;<\/p>\n","protected":false},"author":34,"featured_media":7779,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"ep_exclude_from_search":false,"p4_og_title":"","p4_og_description":"","p4_og_image":"","p4_og_image_id":"","p4_seo_canonical_url":"","p4_campaign_name":"not set","p4_local_project":"not set","p4_basket_name":"not set","p4_department":"","footnotes":""},"categories":[2,31],"tags":[36,104,131],"p4-page-type":[],"class_list":["post-7776","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-clima-si-energie","category-greenpeace","tag-criza-climatica","tag-greenwashing","tag-combustibili-fosili"],"_links":{"self":[{"href":"https:\/\/www.greenpeace.org\/romania\/wp-json\/wp\/v2\/posts\/7776","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.greenpeace.org\/romania\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.greenpeace.org\/romania\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.greenpeace.org\/romania\/wp-json\/wp\/v2\/users\/34"}],"replies":[{"embeddable":true,"href":"https:\/\/www.greenpeace.org\/romania\/wp-json\/wp\/v2\/comments?post=7776"}],"version-history":[{"count":7,"href":"https:\/\/www.greenpeace.org\/romania\/wp-json\/wp\/v2\/posts\/7776\/revisions"}],"predecessor-version":[{"id":12509,"href":"https:\/\/www.greenpeace.org\/romania\/wp-json\/wp\/v2\/posts\/7776\/revisions\/12509"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.greenpeace.org\/romania\/wp-json\/wp\/v2\/media\/7779"}],"wp:attachment":[{"href":"https:\/\/www.greenpeace.org\/romania\/wp-json\/wp\/v2\/media?parent=7776"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.greenpeace.org\/romania\/wp-json\/wp\/v2\/categories?post=7776"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.greenpeace.org\/romania\/wp-json\/wp\/v2\/tags?post=7776"},{"taxonomy":"p4-page-type","embeddable":true,"href":"https:\/\/www.greenpeace.org\/romania\/wp-json\/wp\/v2\/p4-page-type?post=7776"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}