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18 December 2019, 13:03

Analyst: PR technology is behind rise of Greta Thunberg

Greta Thunberg. Photo from Getty Images
Greta Thunberg. Photo from Getty Images

MINSK, 18 December (BelTA) – Greta Thunberg is a project sustained by PR technology. This project has started making inroads into mass culture after reaching the peak of its popularity, analyst with the Belarusian Institute of Strategic Research (BISR) Yekaterina Rechits said at the meeting of the Expert Community project “Environment: Fashion or Need” in BelTA's press center on 18 December.

The analyst noted that for a long time Greta Thunberg's activism was rejected by a great number of people. “Many were aware of the fact that this is a certain project that is promoted through PR technology. It is no secret that the girl has a promoter, maybe even a promotion group that is behind her rise. What do we see now? As soon as the popularity of this project reached a critical point, it was restructured and now we see a totally different story. The girl is turning into an object for scientific mythologization, a product of mass culture. She meets with well-known political and cultural figures and so on,” Yekaterina Rechits said.

“In other words, as soon as the peak of PR activity was reached, transformation took place. Thus, we can say that this is definitely a PR project in media, not a true story,” the analyst said.

Yekaterina Rechits added that this story had an impact on the genuine fight against environmental issues. However, a lot had been done before by individual activists and governments and groups of nations in order to protect the environment. “Naturally, if this girl never existed, if she did not appear in a certain moment, the world would combat climate change and other environmental issues in one way or another anyway, just like it was before, now and will be in the future. However, she certainly made certain contribution to the common cause, because she made the world have a fresh look at these issues,” the analyst said.

A reminder, Greta Thunberg, a 16-year-old Swedish schoolgirl, was named Time magazine's Person of the Year for 2019. Last year, the teenager started a solo environmental protest, which sparked a worldwide movement. A global strike drawing about 4 million people took place in Brussels, Paris and other cities on 20 September. Greta Thunberg condemned world leaders for their inertia over the climate crisis at the 2019 UN Climate Action Summit that was held in New York City on 23 September. She delivered another speech criticizing world governments at a climate change protest march, known as COP25 climate summit held in Madrid in early December.

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