The (un)sustainable game: An exploration of rhetorical strategies and risk communication in sustainable seafood campaigns
In the 1990s, following the Newfoundland Grand Banks cod fishery collapse along Canada’s East Coast, the first seafood sustainability certification organization was formed to address this widespread crisis. Two notable campaigns were formed shortly thereafter, both programs the projects of marine aq...
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fttorometrofigs:oai:figshare.com:article/14658003 2023-11-12T04:21:22+01:00 The (un)sustainable game: An exploration of rhetorical strategies and risk communication in sustainable seafood campaigns Brigitte Dreger-Smylie 2015-01-01T00:00:00Z https://doi.org/10.32920/ryerson.14658003.v1 https://figshare.com/articles/thesis/The_un_sustainable_game_An_exploration_of_rhetorical_strategies_and_risk_communication_in_sustainable_seafood_campaigns/14658003 unknown doi:10.32920/ryerson.14658003.v1 https://figshare.com/articles/thesis/The_un_sustainable_game_An_exploration_of_rhetorical_strategies_and_risk_communication_in_sustainable_seafood_campaigns/14658003 In Copyright Marketing n.e.c Ocean Wise Seafood industry -- Environmental aspects Seafood -- Environmental aspects Sustainable fisheries -- Social aspects Food habits -- Environmental aspects Social marketing Seafood Watch Text Thesis 2015 fttorometrofigs https://doi.org/10.32920/ryerson.14658003.v1 2023-10-15T05:53:40Z In the 1990s, following the Newfoundland Grand Banks cod fishery collapse along Canada’s East Coast, the first seafood sustainability certification organization was formed to address this widespread crisis. Two notable campaigns were formed shortly thereafter, both programs the projects of marine aquariums along the West Coast, and have gained significant attention: Vancouver Aquarium’s Oceanwise provides seafood recommendations to restaurants on the most sustainable choices and Monterey Bay Aquarium’s Seafood Watch, creates and disseminates consumer guides. This MRP examines the communication strategies of Seafood Watch and Ocean Wise used to encourage the consumption of sustainable seafood and promote ocean conservation. More specifically, this MRP analyzes the organizations’ use of environmental rhetoric, particularly in terms of framing and topoi, and how they communicate risk and urgency. How sustainable seafood campaigns establish credibility and rationale in the public sphere to communicate urgent, technical information surrounding fishery mismanagement is examined. This research will help inform future guidelines for social marketing campaigns to improve strategy and encourage consumer change. Recommendations for future research include the creation of evaluative programs to measure campaign effectiveness as well as an analysis of the niche markets established through the rising sustainable seafood market. Thesis Newfoundland Research from Toronto Metropolitan University |
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Research from Toronto Metropolitan University |
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Marketing n.e.c Ocean Wise Seafood industry -- Environmental aspects Seafood -- Environmental aspects Sustainable fisheries -- Social aspects Food habits -- Environmental aspects Social marketing Seafood Watch |
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Marketing n.e.c Ocean Wise Seafood industry -- Environmental aspects Seafood -- Environmental aspects Sustainable fisheries -- Social aspects Food habits -- Environmental aspects Social marketing Seafood Watch Brigitte Dreger-Smylie The (un)sustainable game: An exploration of rhetorical strategies and risk communication in sustainable seafood campaigns |
topic_facet |
Marketing n.e.c Ocean Wise Seafood industry -- Environmental aspects Seafood -- Environmental aspects Sustainable fisheries -- Social aspects Food habits -- Environmental aspects Social marketing Seafood Watch |
description |
In the 1990s, following the Newfoundland Grand Banks cod fishery collapse along Canada’s East Coast, the first seafood sustainability certification organization was formed to address this widespread crisis. Two notable campaigns were formed shortly thereafter, both programs the projects of marine aquariums along the West Coast, and have gained significant attention: Vancouver Aquarium’s Oceanwise provides seafood recommendations to restaurants on the most sustainable choices and Monterey Bay Aquarium’s Seafood Watch, creates and disseminates consumer guides. This MRP examines the communication strategies of Seafood Watch and Ocean Wise used to encourage the consumption of sustainable seafood and promote ocean conservation. More specifically, this MRP analyzes the organizations’ use of environmental rhetoric, particularly in terms of framing and topoi, and how they communicate risk and urgency. How sustainable seafood campaigns establish credibility and rationale in the public sphere to communicate urgent, technical information surrounding fishery mismanagement is examined. This research will help inform future guidelines for social marketing campaigns to improve strategy and encourage consumer change. Recommendations for future research include the creation of evaluative programs to measure campaign effectiveness as well as an analysis of the niche markets established through the rising sustainable seafood market. |
format |
Thesis |
author |
Brigitte Dreger-Smylie |
author_facet |
Brigitte Dreger-Smylie |
author_sort |
Brigitte Dreger-Smylie |
title |
The (un)sustainable game: An exploration of rhetorical strategies and risk communication in sustainable seafood campaigns |
title_short |
The (un)sustainable game: An exploration of rhetorical strategies and risk communication in sustainable seafood campaigns |
title_full |
The (un)sustainable game: An exploration of rhetorical strategies and risk communication in sustainable seafood campaigns |
title_fullStr |
The (un)sustainable game: An exploration of rhetorical strategies and risk communication in sustainable seafood campaigns |
title_full_unstemmed |
The (un)sustainable game: An exploration of rhetorical strategies and risk communication in sustainable seafood campaigns |
title_sort |
(un)sustainable game: an exploration of rhetorical strategies and risk communication in sustainable seafood campaigns |
publishDate |
2015 |
url |
https://doi.org/10.32920/ryerson.14658003.v1 https://figshare.com/articles/thesis/The_un_sustainable_game_An_exploration_of_rhetorical_strategies_and_risk_communication_in_sustainable_seafood_campaigns/14658003 |
genre |
Newfoundland |
genre_facet |
Newfoundland |
op_relation |
doi:10.32920/ryerson.14658003.v1 https://figshare.com/articles/thesis/The_un_sustainable_game_An_exploration_of_rhetorical_strategies_and_risk_communication_in_sustainable_seafood_campaigns/14658003 |
op_rights |
In Copyright |
op_doi |
https://doi.org/10.32920/ryerson.14658003.v1 |
_version_ |
1782336818086150144 |