Sustainability | Free Full-Text | Greening and Celebrification: The New Dimension of Celebrities through Green Production Advocacy

1. Introduction

The audiovisual and cultural industry plays a crucial role in creating a public discourse consensus on how sustainable development should be [1], particularly concerning ecological and socioeconomic aspects. By doing so, the media, particularly screen culture, “draws on, evokes and articulates readily available cultural and interpretive packages, which in turn set particular frames or boundaries for how these issues are and can be discussed and understood” [2]. In the Capitalocene era, the responsibility for unsustainable actions relies on a system committed to a sharply unequal distribution of wealth and power that has unbalanced the stability of the Earth’s health. Our screen culture (cinema, television, and digital media) has approached emotional responses to the planet’s destruction differently. However, there seems to be a lack of attention placed on…



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