to change the direction of environmental decline versus a substitution for lost resources.Strategies of conflict used by Greenpeace, extreme actions, unilateral demands and its intolerance for compromisation. This model emphasizes winning at the expense of the other in which both Greenpeace and McDonald's exemplified through its actions. This method includes communication through manipulation of the issues to slant arguments in its own favor, the use of flamboyant symbols to depict choices in absolute terms, and the refusal to cede any points as pointed by Murphy and Dee (1992). Greenpeace used flamboyant symbols in celebrating the second anniversary of the trial by inviting the media and the public to celebrate by eating a cake in the shape of Ronald McDonald's face. (McLibel video). The largest support for this belief came from Mcdonalds worst public relations blunder in it’s history which occurred in Britian. It took court two penniless left activists, David Morris and Helen Steel, who had distributed a factsheet about Mcdonalds which the company claimed was libelous. Unlike three others who also received writs from the company, Morris and Steel refused to apologizeDefinition of ActivismL.A. Grunig(1992) defines activism as: “An activist public is a group of two or more individual who organize to influence another public or publics through action that may include education, compromise, persusion, pressure tactics or force. Anderson(1992) defines activist groups as strategic publics because they constrain an organization’s ability to accomplish it’s goals and mission. Anderson(1992) went on describing activist as those that “create issues, appeal to governments, courts or the media for litigation, regulation or other forms of pressure.”According to Lesly(1992), there are five types of the first type is the sincere group. This group has a "clear purpose that frankly reflects their rights or interests...
