Drilling for fissures and exploiting common ground in the discourse of oil production

Abstract This is the second part of a two-part article which proposes an enhanced approach to eco-discourses after weighing (dis)advantages mainstream Critical Discourse Analysis (CDA) and Positive (PDA). Part I ( Chen et al. 2021 ) explored theoretical grounding for PDA, introduced research method then, based on adapted analytic framework Stibbe (2016) , undertook critical analysis discourses Shell Oil Company (SOC). II uses same analyse Greenpeace USA’s (GPU) discourse compare it SOC discourse. The emphasis in exploration potential fissures across difference, possible common grounds upon design alternative that are empathetic, comprehensible legitimate coalition social forces. Practically, finds two groups use similar strategies, such as salience framing, but with different orientations. Methodologically, argues corpus-aided comparative analysis, focus semantics, will facilitate identification ‘greenwashing’ strategies strengthen stabilize current hegemonic order. also points avenues exploit inherent contradictions or within Theoretically, paper suggests approach, important seek out convergence between progressive positions articulate these hybrid, counter-hegemonic maximizes its uptake, while destabilizes prevailing at precisely fissure identified.