Environmental Discourse Analysis About Noranda Company

Environmental Discourse Analysis About Noranda CompanyThe importance of the environment needs to be realized together with the same view. In the discussion of this book using analytical discourse in view of environmental reports and development company Noranda. The company was selected for some of the first reasons, Noranda is one of Canada's most well-known mining companies and has several managed issues and the two companies won numerous reporting awards for both annual reports, environmental reports and sustainable development reports.

The transformation of environmentalism over the last few decades has been described by Elkington (1997, 2004) as it did in three waves and by Eder (1996) in three phases. Elington is a consultant and Eder is an academic.

Elkington (1961-2001) describes the first wave, which culminated in Earth Day in 1970, when there was an understanding that environmental impacts had to be limited. This has resulted in more stringent regulations and attitudes toward the business. The second wave reached its peak with Earth Day 1990 and brought with it awareness that new types of production and technology were needed. The third wave, which began in 1999, is seen as a time of growing recognition that sustainable development will require major changes in corporate governance.

Eder (1996) started three phases in the late 1960s. The first phase as a phase where ecological and economic discrepancies characterize environmental problems. The second phase occurs when the regulatory approach dominates environmental action and discourse. The third phase, which emerged in the mid-1990s, was "the normalization of a culture of environmental problems and their integration with an established ideological mindset". Eder sees contemporary environmentalism as a turning point in the evolution of the culture of modernity insofar as it provides a new cultural orientation by replacing the ecology of industrialism as a basic cultural model for modernization. In addition, changing the nature of politics by creating natural politics.

Environmental philosophy is a tool for understanding the spectrum of philosophies that underlie environmental discourse. Consequential ethics is a view to assessing action as good or bad on the basis of benefits. Whereas unconcidental ethics assesses that action is good or bad on the basis of the means used.

We can see environmental philosophy using two points of view: anthropocentric (human centered) point of view and ecocentric point of view (centered on the earth). From an anthropocentric point of view, the environment is used as much as possible for human prosperity. In these two perspectives there are seven classifications to explain the relationships that occur within a community organization according to Gray (1996), among others:

Pure Capitalist

A view that prioritizes profits that sebsar-magnitude for investors. The dominant accounting and financial view in which the sole responsibility of the company is to make money for shareholders.


There is a responsibility that must be done and given by the company. A society with a long-term view who realizes that economic welfare and stability can only be achieved by the acceptance of certain social responsibilities.

Social Contracting SupportersThe attitude that other companies and organizations in the community will be responsible for respecting and responding to the community. There is a closer engagement.

Social Ecology

The company must have made and has problems. So companies should help reduce even solve the problem. People who care about the social environment and are aware that large organizations have influenced in creating social and environmental problems and they must also have an effect on helping to solve this problem.


The company must have ownership with the community. People feel that there should be a significant adjustment in community ownership and management.

Radical Feminist

People who feel that there is something fundamentally wrong with aggressive masculine construction that guides the social system and there is a need for more feminine values ??like love, compassion, and cooperation.

Deep Ecologist

The view that man no longer has a greater right to existence than any other form of life.

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