Document Type

Article

Publication Date

6-23-2016

Publication Title

Journal of Macromarketing

Volume

36

Issue

4

Pages

471-482

Publisher Name

SAGE Publishing

Publisher Location

London UK

Abstract

This study examines the websites of two religious organizations representing opposing sides of the religious response toward environmentalism and climate change. This research seeks to understand how each side communicates with followers. Using rhetorical framing analysis, it is shown the religious right advocates a dominion stance and uses a romance genre filled with stories, contrast, spin, appeals to logic, and rhetoric of hope and fear. The religious left advocates a stewardship stance and uses a romance genre filled with stories, appeals to logic, and rhetoric of hope. Cultural cognition theory of risk perception reveals each side subscribes to opposing cultural worldviews of an ideal society. The hermeneutical analysis suggests that the debate is not a conflict over the science of climate change but instead is a conflict over cultural worldviews of an ideal society. This manuscript offers suggestions for macromarketing in confronting the conflicting views exhibited in this study.

Comments

Author Posting. © SAGE Publishing, 2016. This is the author's version of the work. It is posted here by permission of SAGE Publishing for personal use, not for redistribution. The definitive version was published in the Journal of Macromarketing, Volume 36, Issue 4, June 23rd 2016. https://doi.org/10.1177/0276146716655847

Creative Commons License

Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 License.

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