期刊名称：Contention: The Multidisciplinary Journal of Social Protest
电子版ISSN：2330-1392
出版年度：2015
卷号：3
期号：1
页码：55-70
出版社：Punctum Books
摘要：Almost fifty years have passed since Texaco proclaimed its “glorious gamble” to extract oil fromthe Amazon. And while more than two decades have elapsed since the drilling finally ceased,at least four generations (referred to here as “Generations 10W40,” by the author) have sufferedmany deleterious effects, resulting from countless acts of irresponsible, pollution-generatingcorporate/governmental behavior. Lawsuits have abounded in both the United States andEcuador over this calamity, and attorneys continue to fight over which accused party is mostculpable—Texaco (now Chevron Texaco), Petro Ecuador and/or the Ecuadorian government.Regardless of who is most responsible, however, the fact remains that innocent people continueto be victimized. Another undeniable fact is the long history of Chevron Texaco’s expensive,forceful and unrelenting publicity campaign to win popular support outside the courtroomthrough propagandistic mass media appeals. This essay analyzes this long-term “crusade” withina framework of seven specific devices—name-calling, bandwagon, glittering generalities, transfer,testimonial, plain folks and card stacking—applied to the company’s corporate communicationstrategy, and occurring throughout its preliminary oil exploration, the oil drilling years and thetoxic aftermath of the venture
关键词：Chevron Texaco; Amazon Defense Front; propaganda; corporate social responsibility
