@Article{BenitesLazaroMellLahs:2017:CaBrEt,
author = "Benites Lazaro, Lira Luz and Mello-Th{\'e}ry, N. A. and Lahsen,
Myanna Hvid",
affiliation = "{Instituto Nacional de Pesquisas Espaciais (INPE)} and
{Universidade de S{\~a}o Paulo (USP)} and {Instituto Nacional de
Pesquisas Espaciais (INPE)}",
title = "Business storytelling about energy and climate change: the case of
Brazil's ethanol",
journal = "Energy Research and Social Science",
year = "2017",
volume = "31",
pages = "77--85",
keywords = "Storytelling, Climate Change, Ethanol, Narrative Analysis,
Multidimensional Scaling, Hierarchical Clustering.",
abstract = "Climate change narratives often evoke scary scenarios. But in
business discourses, the climate change narrative often emerges as
an opportunity rather than a threat. This paper examines the
predominant business storytelling ploys used by Brazils sugarcane
industry association, UNICA to promote the industry as
environmentally and socially responsible. We used both qualitative
and quantitative narrative analysis to analyze thirty-five videos
and multimedia presentations produced as part of UNICAs marketing
communications. Drawing on insights about tropes variously evoking
hero stories, learning stories and horror stories, we conclude
that the sugarcane industry has developed hero and learning
stories that portray the sugarcane industry as a sustainable
business and ethanol as a green hero, a green, renewable energy
that helps reduce greenhouses gas emissions and thus saves
humanity from climate change.",
doi = "10.1016/j.erss.2017.06.008",
url = "http://dx.doi.org/10.1016/j.erss.2017.06.008",
issn = "2214-6296",
label = "lattes: 4648134943131346 1 BenitesLazaroMellLahs:2017:CaBrEt",
language = "en",
targetfile = "benites_business.pdf",
url = "http://www.sciencedirect.com/science/article/pii/S2214629617301834",
urlaccessdate = "27 abr. 2024"
}