“OKJA”: Sustainable Image, Unsustainable Practices
DOI:
https://doi.org/10.54372/pc.2021.v16.3234Keywords:
Sustentabilidade Empresarial. Marketing Verde. Maquiagem Verde. Greenwashing. Análise Fílmica.Abstract
This paper analyzes the movie “Okja” from the perspective of corporate sustainability through an observational study supported by film language. As a qualitative, descriptive, and documentary research, based on the concepts of sustainability, green marketing and green makeup, this paper aims to reflect on how the Mirando organization, from the movie “Okja”, design their marketing strategies to disseminate sustainable image to remain competitive in the market. In the movie, Okja is one of the super pigs created by the agrochemical company Mirando to solve the worldwide food shortage problem. The plot unfolds with Mikha, the granddaughter of the farmer who bred Okja, trying to rescue her from Mirando, the company that developed the super pig. The film analysis made it possible to illustrate the practice of greenwashing by portraying Mirando's strategies by seeking to disseminate the false idea that its product is completely natural and non-transgenic, in an attempt to seek a new consumer niche with the discourse of being sustainable.
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