THE SEMIO-PRAGMATIC RECONTEXTUALIZATION OF THE “KEEP CALM” PHRASE
THE SEMIO-PRAGMATIC RECONTEXTUALIZATION OF THE “KEEP CALM” PHRASE

Summary/Abstract: The slogan "Keep Calm and Carry On," originally devised as a morale-boosting message by the British government during World War II, has transcended its historical context to become a global cultural phenomenon. Since its rediscovery in the early 2000s, the slogan has been widely adapted, repurposed, and integrated into various discourses, including environmental activism. The phrase's simplicity, versatility, and authoritative tone have made it an ideal template for conveying messages of resilience and action across a range of contexts. This article explores the semio-pragmatic recontextualization of the "Keep Calm" slogan within ecological discourse, examining how it has been employed to promote environmental awareness and sustainability while also considering the potential risks associated with its use, particularly in the context of greenwashing. Through a detailed analysis of its adaptation in environmental campaigns, this study aims to uncover the ways in which this iconic phrase has been leveraged to engage the public in ecological issues, highlighting both its effectiveness and the ethical considerations it raises.

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