23rd International Public Relations Symposium BledCom 2016

Description

Engaging people through local initiatives: a discourse analysis on sustainable energy.

Sustainable energy forms are seen as one viable answer to reduce global warming. Most countries are in fact struggling to reduce greenhouse gases emissions based on the premise that global warming is caused by man-made CO2 emissions. However, implementation of sustainable energy projects often meets local resistance. The establishment of local renewable energy initiatives can stimulate this transition (Boon & Diepering 2014). This discourse analysis intends to shed light on the ways in which communication around local energy initiatives takes place, by zooming in on the interaction between citizens and local energy initiatives.The results shed a light to the ways in which energy transition can be framed in order to increase local acceptance for renewable energy projects. Communication professionals can thus rely on the frames and discursive strategies found in the analysis to foster acceptance of further sustainable energy projects.