Greenpeace Campaigns Against Asia Pulp & Paper and Wilmar International: A Comparative Research
Downloads
As an International Non-Governmental Organization (INGO), for years, Greenpeace has waged campaigns against rainforest deforestation in Indonesia by multinational corporations, such as Asia Pulp & Paper and Wilmar International, the top players in their respective industries. This study reviews the similarities and differences in campaign strategies used by Greenpeace against APP and Wilmar while showing the process of global media communication. The research was conducted as a comparative study using qualitative methods based on the Sandman Environmental Communication Model. Data collected from documents and audio-visual materials passed through a triangulation process to cross-check its interpretation. Eventually, this research finds that Greenpeace relied on the image of well-loved characters like Barbie to create intrigue in its "Barbie, It's Over” campaign against Mattel and, in turn, APP. While with Wilmar, Greenpeace took a more sympathetic approach using a baby orangutan character in the "Rang-tan” video. Both align with the Sandman Model: relying on publicity stunts to stimulate independent information-seeking from the communicant, which in turn will change their behaviour. Greenpeace's campaign strategy described in this study can be an example for other civil society organizations to achieve sustainable positive behaviour change.
Keywords: Asia Pulp & Paper; global media communication; Greenpeace; international environmental campaign; Wilmar International
Selama bertahun-tahun, Greenpeace sebagai Organisasi Non-Pemerintah Internasional (INGO) melakukan kampanye melawan deforestasi hutan hujan di Indonesia oleh perusahaan multinasional seperti Asia Pulp & Paper (APP) dan Wilmar International yang merupakan pemain utama di industri masing-masing. Penelitian ini mengkaji persamaan dan perbedaan strategi kampanye yang digunakan Greenpeace terhadap APP dan Wilmar serta menjelaskan proses komunikasi media global yang terjadi. Penelitian ini dilakukan sebagai studi komparatif menggunakan metode kualitatif berdasarkan Model Komunikasi Lingkungan Sandman. Data dikumpulkan melalui studi dokumen dan bahan audio visual yang melewati proses triangulasi untuk memeriksa silang interpretasi data. Temuan utama penelitian ini lantas adalah bahwa Greenpeace mengandalkan citra karakter yang dicintai publik seperti Barbie untuk menciptakan intrik dalam kampanye "Barbie, It's Over” melawan APP. Sementara dalam kampanye melawan Wilmar, Greenpeace mengambil pendekatan yang lebih simpatik dengan menggunakan karakter bayi orangutan dalam video "Rang-tan”. Keduanya sejalan dengan Model Sandman: mengandalkan aksi publisitas untuk merangsang pencarian informasi independen dari komunikan, yang pada gilirannya akan mengubah perilaku mereka. Strategi kampanye Greenpeace yang dijelaskan dalam studi ini pun dapat menjadi contoh bagi organisasi masyarakat sipil lainnya untuk mencapai perubahan perilaku positif yang berkelanjutan.
Kata-kata kunci: Asia Pulp & Paper; Greenpeace; kampanye lingkungan internasional; komunikasi media global; Wilmar International
Buku dan Bab dalam Buku
Barr, Christopher, 2001. "Profits on Paper: The Political-Economy of Fiber and Finance in Indonesia's Pulp and Paper Industries”, dalam Barr, Christopher (ed.), 2001. Banking on Sustainability: Structural Adjustment and Forestry Reform in Post-Suharto Indonesia. Washington, D.C.: Center for International Forestry Research (CIFOR) and WWF Macroeconomic Program Office.
Bob, Clifford, 2010. The International Struggle for New Human Rights. Philadelphia: University of Pennsylvania Press.
Day, Brian A., 2000. "Media Campaigns”, dalam Day, Brian A., dan Martha C. Monroe (eds.), 2000. Environmental Education & Communication for a Sustainable World: Handbook for International Practitioners. Washington, D.C.: Academy for Educational Development.
Lister, Jane, dan Peter Dauvergne, 2014. "Voluntary Zero Net Deforestation: The Implications of Demand-side Retail Ail Sustainability for Global Forests”, Dalam Nikolakis, William, dan John Innes (eds.), 2014. Forests and Globalization: Challenges and Opportunities for Sustainable Development. Oxfordshire: Routledge.
McCormick, John, 2011. "The Role of Environmental NGOs in International Regimes”, dalam Axelrod, Regina, et al. (eds.), 2011. The Global Environment: Institutions, Law, and Policy. Washington, D.C.: CQ Press.
McLuhan, Marshall, 1964. Understanding media: The extensions of man. New York City: Signet Books.
Moffat, Jeane, 2011. "Victory for the Forests: Greenpeace's Market Campaign for the Great Bear Rainforest”, dalam Moffat, Jeane, et al. (eds.), 2011. Democracy and Active Citizen Engagement. Antigonish: Coady International Institute.
Artikel Jurnal
Cox, Don R., 1977. "Barbie and Her Playmates”, The Journal of Popular Culture, 11 (2): 303–307.
Eilstrup-Sangiovanni, Mette, 2019. "Competition and Strategic Differentiation among Transnational Advocacy Groups,” Interest Groups and Advocacy, 8 (3): 376–406.
Grigorescu, Alexandru, 2016. "The Opening Up of International Organizations: Transnational Access in Global Governance,” Perspectives on Politics, 14 (1): 288–290.
Katz-Kimchi, Merav, dan Idit Manosevitch, 2015. "Mobilizing Facebook users against Facebook's energy policy: The case of Greenpeace Unfriend Coal campaign”, Environmental Communication, 9 (2): 248–267.
Mintzberg, Henry, dan Frances Westley, 2000. "Sustaining the Institutional Environment,” Organization Studies, 21 (1): 71–94.
Rocci, Andrea, et al., 2017. "The Argumentative and Rhetorical Function of Multimodal Metonymy,” Semiotica, 2018 (220): 123–153.
Shipper, Apichai W., 2012. "Influence of the Weak: The Role of Foreigners, Activism, and NGO Networks in Democratizing Northeast Asia,” International Studies Quarterly, 56 (4): 689–703.
Thrall, A. Trevor, et al., 2014. "May We Have Your Attention Please? Human-Rights NGOs and the Problem of Global Communication,” International Journal of Press/Politics, 19 (2): 135–159.
Virgy, Muhammad A., et al., 2020. "Strategi Jaringan Advokasi Transnasional Greenpeace Indonesia Terkait Isu Deforestasi Hutan Indonesia oleh Wilmar International,” Journal of Political Issues, 1 (2): 74-91.
Weinstein, Neil D., et al., 1998. "Experimental Evidence for Stages of Health Behavior Change: The Precaution Adoption Process Model Applied to Home Radon Testing,” Health Psychology, 17 (5): 445-453.
Yusrifa, Fuazan, 2017. "Strategi Greenpeace Melindungi Hutan Indonesia Tahun 2007-2015”, Jurnal Analisis Hubungan Internasional, 6 (2): 12-23.
Laporan
Eyes on the Forest, 2011. The truth behind APP's greenwash.
Friends of the Earth Netherlands, et al., 2007. Policy, practice, pride and prejudice.
Greenpeace, 2011b. Sinar Mas under investigation: How APP is toying with extinction.
Greenpeace, 2012. Asia Pulp & Paper under investigation part two: The Ramin paper trail.
Greenpeace, 2013. Licence to kill: How deforestation for palm oil is driving Sumatran tigers toward extinction.
Greenpeace, 2018. Moment of truth: Time for brands to come clean about their links to forest destruction and palm oil.
Mighty Earth, 2020. Rapid Response: Palm oil report (No. 29).
World Wide Fund for Nature Indonesia (WWF Indonesia), 2013. Palming off a national park: Tracking illegal palm oil fruit in Riau, Sumatra.
Tesis
Sievers, Charlotte, 2013. The Communication of Greenpeace: Campaign Strategies of Non-Profit Organisations and Their Effectiveness Regarding the Public Using the Example of Greenpeace. Tesis Magister. Gothenburg: Departemen Teknologi Informasi Terapan Universitas Gothenburg.
Artikel Daring
ABC, 2002. Background information on Indonesia, deforestation and illegal logging [daring]. dalam https://web.archive.org/web/20160116043142/http://www.abc.net.au/4corners/content/2002/timber_mafia/resources/resources_indonesia.htm# [diakses pada 5 Oktober 2021].
Armstrong, Paul, 2010. "Greenpeace, Nestlé in battle over Kit Kat viral.” CNN [daring]. dalam http://edition.cnn.com/2010/WORLD/asiapcf/03/19/indonesia.rainforests.orangutan.nestle/index.html [diakses pada 21 Juni 2022].
Carrington, Damian, 2014. "Is APP's zero deforestation pledge a green villain's dramatic turnaround?” The Guardian [daring]. dalam https://www.theguardian.com/environment/2014/mar/26/app-deforestation-greenpeace-campaign [diakses pada 7 Juli 2022].
Fleming, Molly, 2020. "How Greenpeace's campaign helped make palm oil as toxic as plastic.” Marketing Week [daring]. dalam https://www.marketingweek.com/how-greenpeaces-campaign-helped-make-palm-oil-as-toxic-as-plastic/ [diakses pada 29 Juli 2022].
Forest Hints News, 2019. APP Sinar Mas sets new peat fire record this year [daring]. dalam https://foresthints.news/app-sinarmas-sets-new-peat-fire-record-this-year/ [diakses pada 7 Juni 2022].
Greenpeace, dan Patrik Rastenberger, 2011. Protest Against Mattel in Helsinki. Greenpeace Media [daring]. dalam https://media.greenpeace.org/archive/Protest-Against-Mattel-in-Helsinki-27MZIFISHT_N.html [diakses pada 6 Juli 2022].
Greenpeace Indonesia, 2022. FAQ [daring]. dalam https://www.greenpeace.org/indonesia/faq/ [diakses pada 21 Juni 2022].
Greenpeace International, 2018a. Oreo maker linked to destruction of orangutan habitat for palm oil in Indonesia [daring]. dalam https://www.greenpeace.org/international/press-release/19292/oreo-maker-linked-to-destruction-of-orangutan-habitat-for-palm-oil-in-indonesia/ [diakses pada 12 Juni 2022].
Greenpeace International, 2018b. The Final Countdown: Now or never to reform the palm oil industry [daring]. dalam https://www.greenpeace.org/international/publication/18455/the-final-countdown-forests-indonesia-palm-oil/ [diakses pada 12 Juni 2022].
Greenpeace International, 2021. Inaction over illegal palm oil in Indonesia's megadiverse forest estate jeopardises people and planet [daring]. dalam https://www.greenpeace.org/international/press-release/50070/inaction-over-illegal-palm-oil-in-indonesias-megadiverse-forest-estate-jeopardises-people-and-planet/ [diakses pada 22 Juni 2022].
Greenpeace Southeast Asia, 2011. Success: Barbie and Mattel drop deforestation! dalam https://www.greenpeace.org/southeastasia/story/1064/success-barbie-and-mattel-drop-deforestation/ [diakses pada 30 Juni 2022].
Greenpeace Southeast Asia, 2019. Indonesian forest fires crisis: Palm oil and pulp companies with largest burned land areas are going unpunished [daring]. dalam https://www.greenpeace.org/southeastasia/publication/3106/3106/ [diakses pada 7 Juni 2022].
Greenpeace Southeast Asia, 2020. Greenpeace finds Asia Pulp and Paper guilty of peatland clearance and fuelling forest fires in Indonesia [daring]. dalam https://www.greenpeace.org/southeastasia/press/43721/greenpeace-finds-asia-pulp-and-paper-guilty-of-peatland-clearance-and-fuelling-forest-fires-in-indonesia/ [diakses pada 7 Juni 2022].
Greenpeace, 2011a. Mattel Product Barbie. Greenpeace Media [daring]. dalam https://media.greenpeace.org/archive/Mattel-Product-Barbie-27MZIFIINWZX.html [diakses pada 6 Juli 2022].
Hughes, Sarah A., 2011. "Greenpeace protests Barbie at Mattel headquarters.” Washington Post [daring]. dalam https://www.washingtonpost.com/blogs/blogpost/post/greenpeace-protests-barbie-at-mattel-headquarters/2011/06/08/AG7VwzLH_blog.html [diakses pada 30 Juni 2022].
Ibrahim, Magda, 2018. "Iceland's "Rang-tan” ad hits 30m online views and prompts petition.” [daring]. dalam https://www.campaignlive.co.uk/article/icelands-rang-tan-ad-hits-30m-online-views-prompts-petition/1498682 [diakses pada 25 Juli 2022].
Jong, Hans N., 2020a. "Palm oil giant Wilmar unfazed as watchdogs cry foul over Papua deforestation.” Mongabay Environmental News [daring]. dalam https://news.mongabay.com/2020/12/wilmar-medco-papua-capitol-deforestation-high-carbon-stock-conservation-value/ [diakses pada 9 Oktober 2021].
Jong, Hans N., 2020b. "Watchdogs lament palm oil giant Wilmar's exit from forest conservation alliance.” Mongabay Environmental News [daring]. dalam https://news.mongabay.com/2020/04/palm-oil-wilmar-hcsa-deforestation-forest-carbon/ [diakses pada 13 Juni 2022].
Klawitter, Nils, 2014. "Indonesian villagers driven from villages in palm oil land theft.” Spiegel International [daring]. dalam https://www.spiegel.de/international/world/indonesian-villagers-driven-from-villages-in-palm-oil-land-theft-a-967198.html [diakses pada 13 Juni 2022].
Lyons, Erin, 2018. "Greenpeace takes ‘heart over head' approach as it looks to widen appeal beyond activists.” Marketing Week [daring]. dalam https://www.marketingweek.com/greenpeace-palm-oil-deforestation/ [diakses pada 25 Juli 2022].
Maitar, Bustar, 2013. "APP commits to end deforestation!” Greenpeace International [daring]. dalam https://web.archive.org/web/20131016160252/http://www.greenpeace.org/international/en/news/Blogs/makingwaves/app-commits-to-end-deforestation/blog/43860/ [diakses pada 30 Juni 2022].
Maria, Aniela, dan Naomi Bata, 2011. "Greenpeace makes false allegations against Asia Pulp & Paper (APP), misleads toy industry on ‘Indonesian rainforest' claim.” Business Wire [daring]. dalam https://www.businesswire.com/news/home/20111102006377/en/Greenpeace-False-Allegations-Asia-Pulp-Paper-APP [diakses pada 7 Juli 2022].
Martin, Joshua, 2019. "More peatland fire disasters for Indonesia?” Environmental Paper Network [daring]. dalam https://environmentalpaper.org/2019/02/more-peatland-fire-disasters-for-indonesia/ [diakses pada 7 Juni 2022].
McClanahan, Paige, 2020. "Can Indonesia increase palm oil output without destroying its forest?” The Guardian [daring]. dalam https://www.theguardian.com/global-development/2013/sep/11/indonesia-palm-oil-destroy-forests [diakses pada 8 Oktober 2021].
Phillips, Dom, dan Bruno Pereira, 2022. "In his own words: Dom Phillips' reporting on Brazil and the Amazon.” The Guardian [daring]. dalam https://www.theguardian.com/world/2022/jun/17/dom-phillips-reporting-on-brazil-and-the-amazon [diakses pada 21 Juni 2022].
Phillips, Josie, et al., 2022. From palm to plate. China Dialogue. Diambil kembali Juni 9, 2022, dari https://chinadialogue.net/en/food/from-palm-to-plate-tracing-sustainable-palm-oil-along-the-supply-chain/
Rosoman, Grant, 2018. "This company promised to stop deforestation. But we caught them out.” Greenpeace International [daring]. dalam https://www.greenpeace.org/international/story/16597/this-company-promised-to-stop-deforestation-but-we-caught-them-out/ [diakses pada 7 Juni 2022].
Still, John, 2014. "Five Greenpeace campaigns against companies: Lego, Barbie and Shell.” The Guardian [daring]. dalam https://www.theguardian.com/sustainable-business/blog/greenpeace-campaigns-companies-lego-mattel-barbie-shell [diakses pada 8 Oktober 2021].
Stine, Rachel, 2011. "Social media and environmental campaigning: Brand lessons from Barbie.” Reuters Events [daring]. dalam https://www.reutersevents.com/sustainability/supply-chains/social-media-and-environmental-campaigning-brand-lessons-barbie [diakses pada 27 Juli 2022].
Taylor, Michael, 2019. "As fires burn, can Indonesia avoid repeat of 2015 haze crisis?” Reuters [daring]. dalam https://www.reuters.com/article/us-indonesia-politics-haze-analysis-idUSKCN1UV0ZJ [diakses pada 7 Juni 2022].
Wright, Stephen, 2017. "AP Exclusive: Pulp giant tied to companies accused of fires.” Associated Press News [daring]. dalam https://apnews.com/article/indonesia-deforestation-ap-top-news-international-news-environment-fd4280b11595441f81515daef0a951c3 [diakses pada 8 Oktober 2021].
Video
Greenpeace International, 2011. Barbie's Rainforest Destruction Habit REVEALED! [video]. [daring]. dalam https://www.youtube.com/watch?v=Txa-XcrVpvQ&feature=youtu.be [diakses pada 30 Juni 2022].
Greenpeace International, 2018c. Rang-tan: The Story of Dirty Palm Oil. [video]. [daring]. dalam https://www.youtube.com/watch?v=TQQXstNh45g [diakses pada 25 Juli 2022].
Copyright (c) 2023 Global Strategis
![Creative Commons License](http://i.creativecommons.org/l/by-sa/4.0/88x31.png)
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish in this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal
- Authors are unable to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work
- Authors are not permitted to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
- The Copyright Holder of the articles is Global Strategis