ERIC Number: EJ592861
Record Type: Journal
Publication Date: 1999
Reference Count: N/A
McDonald's and the Environmental Defense Fund: A Case Study of a Green Alliance.
Livesey, Sharon M.
Journal of Business Communication, v36 n1 p5-39 Jan 1999
Examines the public discourse of McDonald's and the Environmental Defense Fund's alliance. Shows that both partners drew from the emerging discourse of market environmentalism and from the older paradigm of command and control. Argues that this rhetorical ambivalence is emblematic of the contemporaneous sociopolitical conflict over how the ecological crisis was to be defined and what should constitute legitimate practice. (SR)
Publication Type: Journal Articles; Reports - Research
Education Level: N/A
Authoring Institution: N/A