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Lauzon Jacinthe 2004 Memoire.Pdf (11.06Mo) J24//, 37tS Université de Montréal Les réseaux, les stratégies et les tactiques des organisations transnationales non gouvernementales: le cas des campagnes de Greenpeace par Jacinthe Lauzon Département de communication Faculté des arts et des sciences Mémoire présenté à la Faculté des études supérieures En vue de l’obtention du grade de maîtrise (M.sc.) en sciences de la communication Décembre, 2004 o © Jacinthe Lauzon 2004 o /‘ (U o Université 1ll’ de Monfréal Direction des bibliothèques AVIS L’auteur a autorisé l’Université de Montréal à reproduire et diffuser, en totalité ou en partie, par quelque moyen que ce soit et sur quelque support que ce soit, et exclusivement à des fins non lucratives d’enseignement et de recherche, des copies de ce mémoire ou de cette thèse. L’auteur et les coauteurs le cas échéant conservent la propriété du droit d’auteur et des droits moraux qui protègent ce document. Ni la thèse ou le mémoire, ni des extraits substantiels de ce document, ne doivent être imprimés ou autrement reproduits sans l’autorisation de l’auteur. Afin de se conformer à la Loi canadienne sur la protection des renseignements personnels, quelques formulaires secondaires, coordonnées ou signatures intégrées au texte ont pu être enlevés de ce document. Bien que cela ait pu affecter la pagination, il n’y a aucun contenu manquant. NOTICE The author of this thesis or dissertation has granted a nonexclusive license allowing Université de Montréal to reproduce and publish the document, in part or in whole, and in any format, solely for noncommercial educational and research purposes. The author and co-authors if applicable retain copyright ownership and moral rights in this document. Neither the whole thesis or dissertation, nor substantial extracts from it, may be printed or otherwise reproduced without the author’s permission. In compliance with the Canadian Privacy Act some supporting forms, contact information or signatures may have been removed from the document. While this may affect the document page count, it does flot represent any loss of content from the document Université de Montréal Faculté des études supérieures Ce mémoire intitulé Les réseaux, les stratégies et les tactiques des organisations transnationales non gouvernementales: le cas des campagnes de Greenpeace présenté par: Jacinthe Lauzon A été évalué par un jury composé des personnes suivantes Danïel Robichaud Président-rapporteur François Cooren Directeur de recherche Dominïque Meunier Membre du jury RÉSUMÉ Notre recherche consiste à mieux comprendre les phénomènes entourant les campagnes des organisations transnationales non gouvernementales environnementales. Suite à la revue de littérature que nous avons réalisée, nous nous sommes concentrée sur trois thèmes que nous avons jugés importants pour mieux saisir le fonctionnement de ces organismes (1) les stratégies et les tactiques employées lors des campagnes, (2) le développement de différents réseaux et (3) la place qu’occupent les niveaux local, national et international à l’intérieur de leurs approches. Afin de mettre à l’épreuve les propos des auteurs que nous avons étudiés concernant ces thèmes, nous nous sommes focalisée sur le cas de Greenpeace Canada et de ses campagnes visant à protéger les forêts anciennes au pays soit la forêt du Grand Ours en Colombie-Britannique et la forêt boréale. Ainsi, nous avons tenté de mieux saisir quels sont les facteurs amenant cette organisation vers la réussite et quels sont ses politiques de communication. En plus de confirmer l’importance des trois thèmes dégagés par la littérature en question, les résultats de notre étude nous ont permis d’obtenir de nouvelles informations sur les campagnes des organisations transnationales non gouvernementales, sur les relations entre les acteurs des réseaux, et sur la question de savoir en quoi les différents niveaux sont importants et comment ceux-ci sont perçus par les militants travaillant pour Greenpeace. Mots clés Greenpeace, organisation transnationale non gouvernementale environnementale, niveaux, réseaux, stratégies, tactiques. ii O ABSTRACT This research lias been conducted in order to better understand tlie phenomena surrounding tlie campaigns of transnational environmental nongovemmental organizations. After revÏewing tlie literature related to this question, we focused upon three main themes that we have judged to be important for better understanding how these organizations operate: (1) the strategies and tactics used during a campaign, (2) the development of different networks and (3) varying approaches taken at the local, national and international level. We used Greenpeace Canada’s campaign to protect the ancient forests of Canada (the Great Bear Forest in Britisli Columbia and the boreal forest) as a test to verify the veracity of current ideas established by the leading literature on the subject. We investigated the factors that have led to the success of Greenpeace Canada as well as their philosophy of communication. Our study establishes the importance of the above mentioned three themes as a means to better understand the mechanics of transnational nongovememental organizations’ campaigns. Our study also gives new insight into the relationship between network members, the approaches undertaken at different levels, and the perception of ah of the above by employees of Greenpeace. Key words : Greenpeace, transnational environmental nongouvernmental organization, levels, networks, strategies, tactics. C 111 TABLE DES MATIÈRES INTRODUCTION 1 CHAPITRE I LES DIFFÉRENTS CONTEXTES 5 1.1 Le contexte du mouvement environnemental 5 1.2 Le contexte des organisations non gouvernementales 12 1.2.1 Les traits des ONG 15 1.2.2 Les structures des organisations transnationales non Gouvernementales 17 1.3 Le contexte de la déforestation les effets sur l’environnement et la situation au Canada 19 1.3.1 Les effets de la déforestation sur l’environnement 19 1.3.2 La déforestation au Canada 22 1.3.3 Les ONG face à la déforestation 25 1.4 Conclusion 28 CHAPITRE II GREENPEACE 29 2.1 La naissance de Greenpeace 29 2.2 De Vancouver au transnational 31 2.3 Greenpeace de nos jours 33 2.4 La structure de l’organisation 34 2.5 La répartition géographique et le financement de Greenpeace 37 2.6 Le cas de Greenpeace Canada 40 2.7 Conclusion 41 CHAPITRE III CADRE DE RÉFÉRENCE THÉORIQUE 43 3.1 Les réseaux, les stratégies et les tactiques de Keck et Sikkink 45 3.1.1 La stratégie et les tactiques des OTNG 46 3.1.1.1 La stratégie de l’effet boomerang 48 3.1.1.2 La tactique de l’information politique 50 3.1.1.2.1 Le témoignage 51 3.1.1.2.2 La documentation crédible 51 3.1.1.2.3 La dramatisation 52 3.1.1.3 La politique symbolique 53 3.1.1.4 La politique de pression (leverage politic) 54 3.1.1.5 La politique de responsabilisation 55 iv 3.1.2 Les illustrations de Keck et Sikkink 57 3.2 Les stratégies de Smith et al 59 3.2.1 La stratégie de mobilisation 60 3.2.1.1 L’attention des médias 61 3.2.1.2 La dramatisation et le sensationnalisme 62 3.2.2 La stratégie de l’action 65 3.3 Relier le local à l’international 66 3.3.1 Les approches de haut en bas (Top-down approaches) 68 3.3.2 Les approches de bas en haut (Bottom-up approaches) 70 3.3.3 Le niveau national 72 3.3.4 Les OTNG, la liaison entre les deux approches 73 3.4 Les différentes schématisations relationnelles 75 3.4.1 Les relations de mobilisation collective, une solidarité de «projection» 75 3.4.2 Les relations de type coalition, une solidarité de «mobilisation spécifique» 77 3.4.3 Les relations de type réseau, une solidarité «identitaire» 78 3.5 Conclusion 79 CHAPITRE IV L’ORIGINALITÉ ET LA QUESTION DE RECHERCHE 83 4.1 L’originalité 83 4.2 La question de recherche 86 4.3 L’intérêt de recherche 89 4.4 Conclusion 90 CHAPITRE V MÉTHODOLOGIE 91 5.1 L’entrevue semi-dirigée 91 5.2 L’échantillonnage des acteurs 93 5.3 Les procédures de recrutement 96 5.4 L’éthique 97 5.5 Les outils utilisés lors des entrevues 98 5.6 Le déroulement des entrevues 98 5.7 Méthode d’analyse des données 99 5.8 Conclusion 102 CHAPITRE VI ANALYSE DES DONNÉES 104 6.1 Les campagnes de Greenpeace 105 6.1.1 La cueillette d’information 110 6.1.2 L’éducation et la sensibilisation des citoyens 112 6.1.2.1 Les images symboles 112 V 6.1.2.2 La dramatisation et le sensationnalisme 115 6.1.2.3 La couverture médiatique 118 6.1.2.4 La circulation de l’information et l’éducation 119 6.1.3 Les revendications par la pression 121 6.1.3.1 Le boycott des consommateurs 121 6.1.3.2 Le lobbying auprès des cibles 123 6.1.3.3 L’ébranlement de l’image 125 6.1.3.3.1 Les sorties ciblées et les actions 126 6.1.3.3.2 La médiatisation 128 6.1.3.3.3 L’obtention d’alliés influents 128 6.1.4 Les négociations 130 6.2 Les différents niveaux 131 6.2.1 Le niveau local et les approches de bas vers le haut 132 6.2.1.1 Les avantages du niveau local 133 6.2.1.2 Les limites du niveau local 134 6.2.1.3 Greenpeace Canada et le niveau local 135 6.2.2 Le niveau national 137 6.2.2.1 Les limites du niveau national 137 6.2.2.2 Les avantages du niveau national 138 6.2.2.3 Greenpeace Canada et le niveau national 139 6.2.3 Le niveau international et les approches de haut en bas 140 6.2.3.1 Les avantages du niveau international 141 6.2.3.2 Les limites du niveau international 142 6.2.3.3 Greenpeace et le niveau international 143 6.2.3.4 Le phénomène de la globalisation 144 6.3 Les réseaux 146 6.3.1 Les différents groupes affiliés aux réseaux de Greenpeace 146 6.3.2 Les relations de Greenpeace avec les acteurs des réseaux 150 6.4 Conclusion 155 CHAPITRE VII «RECONTEXTUALISATION
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