Novos tons de verde: explorando lógicas contemporâneas de greenwashing a partir da mineração

Abstract

The article reflects on contemporary elements of greenwashing, addressing the practice om a corporate/firm-level. Using a literature review on the topic, we highlight the need for scientific efforts capable of going beyond a more specific product-level to address the phenomenon as an ambiguous practice shaped by a multitude of discourses. Subsequently, we discuss the methodology and procedures of a pilot study adapted from international examples to analyze posts from the mining company Vale on Instagram. Adopting three narratives as categories, namely "Green Innovation," "Disorientation," and "Business as Usual," the investigation reveals markers and discursive patterns that point to the erasure of mining impacts, the appropriation of nature images, and silence about climate and dams. Finally, steps for the evolution of the analytical model for new research are discussed.