Greenwashing Virtual Realities: An Ecolinguistic Analysis Of Housing Society Websites

https://doi.org/10.5281/zenodo.21383138

Abstract

In the administration of communities and urban growth, housing societies are essential. They provide challenges to the realization of environmentally friendly sustainability, even if they have the power to influence the ecosystem of a particular area. The goal of this study is to conduct an ecolinguistic analysis of housing societies' virtual speech, concentrating on how eco-friendly imagery is portrayed. In order to assess how ecolinguistics influences environmental consciousness, the researcher will examine the textual and visual tactics used in these discourses. Bahria Town, Defence Housing Authority, and Gulberg are the three main housing projects whose websites comprise the study's sample. Stibbe's model is used for the language analysis, and van Leeuwen's model is used for the picture analysis. This analytical approach aids in comprehending the greenwashing phenomenon, which is a tactic used by cultures to conceal concealed environmental harm. The study's findings indicate that the text has salience, erasure, evaluation, framing, stories of conviction, and metaphor. Ideologies are used to encourage consumerism. These narratives serve to highlight housing plans and demonstrate the eco-friendliness and opulence of the people's lifestyles. Pictures depict the value placed on green trees and contemporary living to sway viewers' opinions and encourage them to purchase homes. People will have a better understanding of the underlying motives and beliefs that underlie people's eco-friendly language choices thanks to this study. And how business owners use enticing words to manipulate people's and nature's minds