Although Greta might very well be genuinely concerned with the fate of the planet, her message is carefully crafted by those who control her to generate a specific response from the youth. In short, Greta is the face of a major marketing scheme – a tightly coordinated international effort to sell global warming through a specific lens: Fear, panic, and urgency.
Before going further, I need to point out that I am neither a “climate denier” nor a “climate activist”. That is not my field of expertise. I never analyzed any data regarding climate change and its correlation with human activity. I am far from qualified from speaking about this issue so I won’t.
My field of expertise is mass media and its relation to power. In the “Read This First” article of this site, I explained (using quotes from the founders of the field of Communications such as Edward Bernays) how mass media is used to shape and mold opinions. The rise of Greta to international prominence is a clear-cut case of “agenda-setting” which is defined as follows:
Agenda-setting is the creation of public awareness and concern of salient issues by the news media. As well, agenda-setting describes the way that media attempts to influence viewers, and establish a hierarchy of news prevalence. Two basic assumptions underlie most researches on agenda-setting:
Most media outlets are owned by a handful of mega-corporations, making it very easy for the elite to saturate the world with a specific message. And the meteoric rise of Greta is a result of this kind of media saturation. In fact, her entire movement is undeniable proof of the extreme reach and power of mass media in the world today which is able to create massive movements out of nothing.