Ecological/Cultural Publicity And Marketing – The Construction Of The Ecological Subject/Consumer: What Does Education Have To Do With It?

Abstract

In this paper, I have aimed at examining the enunciation process that engenders the ways in which environmental issues are understood by the media and how they are shown in advertisements and in ecological marketing; thus, creating a certain subject, i. e., an ecological consumer. Besides, I have discussed how these productions are addressed in environmental discourses and how certain ways of thinking about Environmental Education are developed. I believe that this study enables new ways to look at and think about the intentionality and purposes of given educational practices, the so-called “environmental” ones.