Promouvoir la transition écologique. Une exploration de la rhétorique des organisations de l’ESS sur le réseau social Twitter

Sébastien Mariaux and Emmanuelle Reynaud

Revue française de gestion, 2021, vol. N° 298, issue 5, 55-77

Abstract: Thanks to a ?big-data? approach, our research identifies the frameworks mobilized by Social Solidarity Economy organizations on Twitter to encourage environmentally responsible behaviors and the performance of these tweets. The frameworks ?conflict and strategy,? ?scientific uncertainty,? and ?governance? are very effective. However, when we take into account the number of subscribers, ?conflict and strategy? remains important, but the framework ?compromises and alternatives? stands out. The same goes for the nature of the frames: The strongest performers appear to be negative, subjective tweets, but when we again take into account the number of subscribers, positive and objective tweets are in fact most successful.

Date: 2021
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