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January 2025

Environmental Communication Discourse in Apple's Mother Nature Campaign Through New Media

1Indriyani Dharmaputri, 2Nuryanti, 3Nana Sutikna
1Student, Communication Science Department, Jenderal Soedirman University, Indonesia
2,3Lecturer, Communication Science Department, Jenderal Soedirman University, Indonesia
DOI : https://doi.org/10.58806/ijirme.2025.v4i1n07

Abstract

This study examines Apple Inc.'s Mother Nature campaign, launched in 2023, through Teun A. Van Dijk’s critical discourse analysis (CDA). It explores how the company shapes public perceptions and behaviors related to environmental sustainability. By analyzing the campaign’s semantic, syntactic, stylistic, and rhetorical elements, the research reveals how Apple uses the figure of Mother Nature to communicate its environmental values and create an emotional connection with its audience. The analysis uncovers the ideological foundations of the campaign, framing Apple’s sustainability efforts as both a corporate responsibility and a tool for influencing societal attitudes toward environmental preservation. The macrostructure analysis highlights initiatives in renewable energy, recycling, and carbon reduction. The superstructure analysis explores how the character of Mother Nature challenges the company’s environmental impact, positioning Apple as an industry leader. On a microstructural level, the campaign uses informal language, humor, and engaging visuals to make complex environmental issues more accessible. Ultimately, the Mother Nature campaign demonstrates how power, discourse, and environmental ideology intersect in new media. It emphasizes the urgency of addressing climate change through corporate initiatives that align marketing strategies with societal values.

Keywords:

Apple, Campaign, Discourse Analysis, Environmental Communication, Van Dijk

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