ABSTRACT
The modern ecological critique appeared mainly in the 1960s, along with the new social movements. 1 But it is since the 2000s that the damage (or negative externalities, in economic terms) caused by companies to the environment have been most publicized. Now, with the web, image issues are so crucial that no company can afford to ignore them. 2 NGOs therefore have a powerful tool at their disposal and they could use it as a credible threat against groups that tried to pursue a type of growth undermining the environment. However, NGOs are claiming for further guarantees: if they can indeed get results – getting harmful operations to be discontinued, for example – it is through their actions, their denunciations but also and especially thanks to the media exposure they manage to get, mostly via social networks. Should we settle for such a system?
