1. bookVolume 2 (2015): Issue 1 (October 2015)
    Mediatized Cultural Activism
Journal Details
License
Format
Journal
eISSN
2246-3755
First Published
01 Nov 2014
Publication timeframe
2 times per year
Languages
English
access type Open Access

‘LEGO: Everything is NOT awesome!’

Published Online: 30 Mar 2021
Page range: 21 - 43
Journal Details
License
Format
Journal
eISSN
2246-3755
First Published
01 Nov 2014
Publication timeframe
2 times per year
Languages
English
Abstract

This article is a conversation between Birgitte Lesanner and Camilla Møhring Reestorff, who have a shared interest in mediatized activism, participation, and social change. The conversation focuses on the mediatized activist practices that Greenpeace engaged in in their Save the Arctic campaign and their efforts to end the collaboration between Lego and Shell through the campaign LEGO: Everything is NOT awesome (Greenpeace, 2014). Our discussion starts with the concept of mediatization and how Greenpeace accommodates media logics and fosters online spreadability. We focus on the importance of popular culture in creating recognizability as well as the utilization of humor and culture jamming. The conversation then explores the relation between these mediatized practices and mobilization and tackles questions of activist participation – from online clicktivism to offline campaign at oil drilling sites. Wrapping up, the conversation dives into the consequences of the campaign and asks what kind of sustainable future Greenpeace envisions.

Keywords

BrandFinance (2015). Lego Overtakes Ferrari as the World’s Most Powerful Brand. BrandFinance. Retrieved from http://www.brandfinance.com/news/press_releases/lego-overtakes-ferrari-as-the-worlds-most-powerful-brand Search in Google Scholar

Breum, M. (2014). Greenpeace vandt over LEGO – men med tvivlsom effect. Information. Retrieved from http://www.information.dk/512199 Search in Google Scholar

Day, A. (2001). Satire and Dissent. Bloomington: Indiana University Press. Search in Google Scholar

Dery, M. (2004). Culture Jamming: Hacking, Snapping and Slipping in the Empire of Signs. Retrieved from http://markdery.com/?page_id=154 Search in Google Scholar

Gauntlett, D. and A.T. Holroyd (2014). On making, sustainability and the importance of small steps: A conversation. Conjunctions: Transdisciplinary Journal of Cultural Participation, 1(1). Retrieved from http://www.conjunctions-tjcp.com/article/view/1860210.7146/tjcp.v1i1.18602 Search in Google Scholar

Gibson-Graham, J.K. (2006). The End of Capitalism (As We Knew It) – A Feminist Critique of Political Economy. Minneapolis and London: University of Minnesota Press. Search in Google Scholar

Greenpeace (2010). Have a Break! Retrieved from http://www.greenpeace.org/international/en/campaigns/climate-change/kitkat/ Search in Google Scholar

Greenpeace (2014). LEGO: Everything is NOT awesome! Retrieved from http://www.greenpeace.org/international/en/news/Blogs/makingwaves/lego-awesome-video/blog/49850/ Search in Google Scholar

Greenpeace (2015). Sebastian Klein om Arktis. Retrieved from https://da-dk.facebook.com/greenpeacedanmark/videos/10152528725440706/ Search in Google Scholar

Hands J. (2011). @ is for Activism: Dissent, Resistance and Rebellion in a Digital Culture. London: Pluto Press. Search in Google Scholar

Hannestad, A. (2014). En million kræver stop for Legos samarbejde med Shell. Politiken. Retrieved from http://politiken.dk/indland/ECE2403706/en-million-kraever-stop-for-legos-samarbejde-med-shell/ Search in Google Scholar

Harvey, F. (2014). Russia ‘secretly working with environmentalists to oppose fracking’. The Guardian. Retrieved from http://www.theguardian.com/environment/2014/jun/19/russia-secretly-working-with-environmentalists-to-oppose-fracking Search in Google Scholar

Hjarvard, S. (2008). En verden af medier. Medialiseringen af politik, sprog, religion og leg. København: Samfundslitteratur. Search in Google Scholar

Jenkins, H., S. Ford and J. Green (2014). Spredable Media: Creating Value and Meaning in a Networked Culture. New York and London: New York University Press. Search in Google Scholar

Jevrejeva, S., A Grinsted and J.C. Moore (2014). Upper limit for sea level projections by 2100. Environmental research letters, 9, 1-9. Retrieved from http://iopscience.iop.org/1748-9326/9/10/104008/pdf/1748-9326_9_10_104008.pdf10.1088/1748-9326/9/10/104008 Search in Google Scholar

Kelty, C., A. Panofsky, M. Currie, R. Crooks, S. Erickson, P. Garcia, M. Wartenbe, and S. Wood (2014). Seven Dimensions of Participation Disentangled. Journal of the Association for Information Science and Technology. Retrieved from doi: 10.1002/asi.2320210.1002/asi.23202 Search in Google Scholar

Knudstorp, J.V. (2014). Kommentar til Greenpeace kampagne og LEGO® brandet. Retrieved from http://www.lego.com/da-DK/aboutus/news-room/2014/october/comment-on-the-greenpeace-campaign-and-the-lego-brand Search in Google Scholar

LEGO responsible business conduct. Retrieved from http://www.lego.com/da-dk/aboutus/responsibility/responsible-business-conduct Search in Google Scholar

Lewis, T. and E. Potter (2011). Ethical Consumption: A Critical Introduction. London and New York: Routledge. Search in Google Scholar

Lichter, M., A.T. Vafeidis, R.J. Nicholls and G. Kaiser (2011). Exploring data-related uncertainties in analyses of land area and population in the ‘low-elevation coastal zone’. (LECZ). Journal of Coastal Research, 27(4), 757-768. Retrieved from http://dx.doi.org/10.2112/JCOASTRES-D-10-00072.110.2112/JCOASTRES-D-10-00072.1 Search in Google Scholar

Lievrouw, L. (2011). Alternative and Activist New Media. Cambridge and Malden: Polity Press. Search in Google Scholar

Lesanner, Birgitte (2014). Mange tak for støtten – det virker! Retrieved from http://www.greenpeace.org/denmark/da/nyheder/Blog/mange-tak-for-sttten-det-virker/blog/50911/ Search in Google Scholar

McGranahan G., D. Balk and B. Anderson (2007). The rising tide: assessing the risks of climate change and human settlements in low elevation coastal zones. Environment and Urbanization, 19(1), 17-37. Retrieved from doi: 10.1177/095624780707696010.1177/0956247807076960 Search in Google Scholar

Polsiano, E. (2014). Greenpeace: how our campaign ended the Lego-Shell partnership. The Guardian. Retrieved from http://www.theguardian.com/voluntary-sector-network/2014/oct/10/green-peace-lego-shell-climate-change-arctic-oil Search in Google Scholar

Prazs, L. (2015). LEGO burger milliard på at finde alternativ til plastikklodsen. Politiken. Retrieved from http://politiken.dk/oekonomi/virksomheder/ECE2716881/lego-bruger-milliard-paa-at-finde-alter-nativ-til-plastik-klodsen/ Search in Google Scholar

Pritchard, H.D., S.R.M. Ligtenberg, H.A. Fricker, D.G. Vaughan, M.R. van den Broeke and L. Padman (2012). Antarctic ice-sheet loss driven by basal melting of ice shelves. Nature 484, 502–505. Retrieved from doi:10.1038/nature1096810.1038/nature10968 Search in Google Scholar

Reestorff, C.M. (2014). Mediatised affective activism: The activist imaginary and the topless body in the Femen movement. Convergence: The International Journal of Research into New Media Technologies, 20(4), 478-495. Retrieved from doi:10.1177/135485651454135810.1177/1354856514541358 Search in Google Scholar

Shell. Environment and Society. Retrieved from www.shell.com/global/environment-society.html Search in Google Scholar

Steig E.J., Q. Ding, D.S. Battisti and A. Jenkins (2012). Tropical forcing of Circumpolar Deep Water Inflow and outlet glacier thinning in the Amundsen Sea Embayment, West Antarctica. Annals of Glaciology, (53)60, 19-28. Retrieved from doi:10.3189/2012AoG60A11010.3189/2012AoG60A110 Search in Google Scholar

Recommended articles from Trend MD

Plan your remote conference with Sciendo