Assignment 5: Addressing Greenwashing, Writing as an Engaged and Informed Citizen

“Every day, Americans are bombarded with advertising about environmentally friendly goods and services. But how many really are green, and how many are just pretending?” (Greenpeace)

Overview: This assignment asks you to synthesize and utilize the fundamental skills taught in CO150, namely, the ability to use writing to communicate your critical analysis of an issue clearly and concisely with an awareness of your rhetorical situation.

In this assignment we will look at examples of the modern day phenomenon of “Greenwashing,” which the unjustified appropriation of environmental virtue by a company, an industry, a government, a politician or even a non-government organization to create a pro-environmental image, sell a product or a policy, or to try and rehabilitate their standing with the public and decision makers after being embroiled in controversy. Greenwashing gets its name from the popular phrase whitewashing, which is defined as “a coordinated attempt to hide unpleasant facts, especially in a political context.” For our assignment, we will expand the definition of greenwashing to include washing over issues related to a) environment, b) social justice, and c) indigenous rights.

Purpose: Your purpose for this assignment is to write a guest editorial or Op-Ed for a publication of your choice, or as a post to an environmental or greenwashing blog. In the essay you will first find a concrete example of greenwashing (ex: a speech, a commercial, a section of a company’s website, etc.). Next, you will summarize this rhetoric before analyzing and responding to the features of this specific case of greenwashing. Your analysis must turn into a response that should go beyond an obvious interpretation of the greenwashing by examining its underlying assumptions and implications—and then linking them to a larger context. An exceptional analysis and response will reveal something new or surprising—something casual readers might overlook.

Genre: Guest Editorial/OP-Ed or Blog. You will choose a publication to write for in this assignment. For a public argument it is important to utilize genres popularly used by the public. Traditionally, opinion pages in newspapers have been widely read by the general public looking for opinionated takes on current debatable issues. Blogs are increasingly becoming a common way for public arguments to be made and commented on, though they do not have the history of credibility of many traditional news sources.

Audience: Your primary audience for this essay is dependent on your publication choice, but in every case they will be people who appreciate the critical analysis found in editorials and informed blog posts. If you cannot decide on a publication, use the Rocky Mountain Collegian, but we should also strive to connect with informed readers of editorials in publications with larger audiences such as The New York Times and
The Washington Post.  Even if you choose a publication with a short word limit, you should strive to meet the page requirement for the assignment and then adapt your essay to fit the publication.

Resources: Take advantage of all your research from the semester. Read an editorial every day from The New York Times or the The Washington Post and the Collegian to get a sense of the genre. If you plan on submitting a blog post, revisit the research we did for Assignment 2, and check out the blogs specific to greenwashing.

Editorial Resources:
New York Times Opinion Page: http://www.nytimes.com/pages/opinion/
Washington Post Opinion Page: http://www.washingtonpost.com/wp-dyn/content/opinions/
Blog Resources http://thegreenwashingblog.com/
http://members.greenpeace.org/blog/greenwash?blog=26468&cat=34333&page=1&disp=posts&paged=2

Requirements:

 Materials to hand in with final portfolio:

Paper Length: 900 - 1,200 words (3 - 4 pages double spaced)
Due: TBD
Worth: 20% of the semester grade

 

Public Argument Grading Rubric       (Instructor Version)                  


Excellent  (5)

Satisfactory (4)

Unsatisfactory (3)

Weight

Purpose & Audience: The writer shows he or she understands the fundamental elements of the genre. Purpose includes all elements of the assignment (summary, analysis, and a response with a clear connection to a specific audience). There is a clear and logical claim that connects these elements. There is a clear and discernible audience and purpose connection.

The argument has some focus but needs more clarity in connecting the elements, from the specific situation to a larger context, e.g. The definition of intended audience is vague.

The argument focuses more on summary and analysis then on a response; the argument lacks a clear focus. There is no clear connection to audience.

 

X10

Analysis & Response: Analysis includes good critical thinking­­––thinking beyond surface elements and into the greenwashing’s relationship with society/culture. It also includes consideration of the greenwashing’s audience and the assumptions and implications that that  greenwashing makes in relationship with that audience. The writer has gone beyond the analysis of the situation and responded to the importance of the assumptions and implications.

The argument is lacking sufficient critical analysis and hasn’t considered major assumptions and implications of the situation. More analysis of the greenwashing’s audience is necessary.

Critical thinking has not expanded past a summary of the situation; the argument lacks an examination of assumptions and implications. The writer has not considered the audience of the greenwashing situation. 

X12

Development & Organization
The argument contains logical reasoning and evidence to back up a claim that connects the situation to a broader context. The argument relies on credible sources rather than strong instincts. The evidence and reasoning avoid fallacies. The essay should be organized in a logical structure that contributes to the achievement of the overall purpose. Organization facilitates the clarity of the argument.

Because responses to the prompts are general, the reader is left with what, how and/or why questions, OR readers may question whether you have done enough research on your issue. 

The argument does not provide enough information or explanation for a reader to understand the issue, your argument, and/or your reasons and evidence. The argument’s lack of organization obstructs the ability of your audience to grasp the claim. 

X12

Tone/Style/Voice: Appropriate mood, dress and personality choices have been made by the writer to connect with the intended audience. These elements contribute to the persuasiveness of the argument while engaging readers.

The argument is effective at connecting with the audience using some but not all of these elements.

The argument does not connect with the intended audience because of choices made, or not made, in these areas.

X3

Conventions
The argument is easy to read and understand, free of grammatical errors, showing clear and careful editing. In-text citations are used when necessary. 

The argument needs increased readability; it is deficient in some area(s) of editing, clarity, and documentation.

The argument is difficult to read and understand because of major problems with language, punctuation, and/or documentation.

X3

Points:            _______/200
Percentage:    _______%

 

Public Argument Grading Rubric                         

Excellent  

Satisfactory

Unsatisfactory

Purpose & Audience: The writer shows he or she understands the fundamental elements of the genre. Purpose includes all elements of the assignment (summary, analysis, and response, connection to a specific audience). There is a clear and logical claim that connects these elements. There is a clear discernable audience and purpose connection.

The argument has some focus but needs clarity connecting the elements, from the specific situation to a larger context, e.g. The definition of intended audience is vague.

The argument focuses more on summary and analysis than on a response; the argument lacks a clear focus. There is no clear connection to audience.

Analysis & Response: Analysis includes good critical thinking­­––thinking beyond surface elements and into the greenwashing’s relationship with society/culture. This also includes consideration of the greenwashing’s audience and the assumptions and implications that that greenwashing makes in relationship with that audience. The writer has gone beyond the analysis of the situation and responded to the importance of the assumptions and implications.

The argument is lacking sufficient critical analysis and hasn’t considered major assumptions and implications of the situation. More analysis of the greenwashing’s audience is desired.

Critical thinking has not expanded past a summary of the situation; the argument lacks an examination of assumptions and implications. The writer has not considered the audience of the greenwashing situation. 

Development & Organization
The argument contains sufficient logical reasoning and evidence to back up a claim which connects the situation to a broader context. The argument relies on credible sources rather than strong instincts. The evidence and reasoning avoid fallacies. The essay is organized in a logical structure that contributes to the achievement of the overall purpose.  Organization facilitates the clarity of the argument.

Because responses to the prompts are general, the reader is left with what, how and/or why questions, OR readers may question whether you have done enough research on your issue. 

The argument does not provide enough information or explanation for a reader to understand the issue, your argument, and/or your reasons and evidence. The argument’s lack of organization restricts the ability of your audience to grasp the claim. 

Tone/Style/Voice: Appropriate mood, dress and personality choices have been made by the writer to connect with the intended audience. These elements contribute to the persuasiveness of the argument while engaging readers.

The argument is effective at connecting with the audience using some but not all of these elements.

The argument does not connect with the intended audience because of choices made, or not made, in these areas

Conventions
The argument is easy to read and understand, free of grammatical errors, with clear and careful editing. In-text citations are used when necessary. 

The argument needs increased readability; it is deficient in some area(s) of editing, clarity, and documentation

The argument is difficult to read and understand because of problems with language, punctuation, and/or documentation.

Points:  ________/200

Percentage:  _____%