Does the Greenpeace campaign "Save the Arctic" work ? A Critical review of its efficiency, effectiveness and network in global politics

Abstract

In this thesis, the impact and strategies are being reviewed of the Save the Arctic campaign by Greenpeace. The thesis makes use of a content analysis to review multiple international news sources and Greenpeace publication. The objective of the thesis is to gain an insight into the research question: Does the Greenpeace campaign “Save the Arctic” work? The starting point of this study is an extensive chronological review of the literature on the environmental movement and how Greenpeace fits in. It also takes a look at a previous attempt to analyze non-governmental performance and draw on the typologies made. The Save the Arctic campaign gives this analysis a time frame of 4 years to study data on the actions, achievements, and investments of Greenpeace during their adventure. The results of this research give us an insight into what strategies are used more frequently and what impact they usually have. It also gives an insight on the impact on the popularity of the organization and recommendations for further analysis.