Deconstructing Greenwashing: Narrative Structures and Ecological Critique in Digital Documentaries

Abstract

This study examines how greenwashing practices are constructed through narratives built from narrative structures in digital media in the form of the documentary film Greenwashing: The Climate Killer, produced by Seed Documentary. The study aims to uncover and elaborate on the plot, characterization, conflict, and resolution that build or construct a critical narrative of the steps taken by companies associated with "falsehoods"regarding the practice of Sustainable Development Goals (SDGs). To analyze the documentary, the narrative analysis method was chosen, using Tzvetan Todorov's narrative model. This documentary was selected due to its popularity (7,400 viewers as of April 2025) and the credibility of Seed Documentary, which has consistently served as an independent channel for critically addressing environmental issues. The research findings reveal that the documentary constructs a narrative of resistance through a systematic and dramatic structure, beginning with Equilibrium, Disruption, Recognition, Repairing the Damage, and New Equilibrium. This study is expected to contribute to research on environmental communication and critical digital media within the context of contemporary creative media development. It is also hoped that this study can serve as a medium for conveying messages in climate action amid global environmental uncertainty.