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Moving society to a sustainable future: the framing of sustainability in a constructive media outlet

Agricultural Communications Documentation Center (ACDC)
Atanasova, Dimitrinka (main author)
Online journal article
Publication Date:
Taylor & Francis
Agricultural Communications Documentation Center, Funk Library, University of Illinois
Subject Term:
environmental communication, government, journalism, sustainability, sustainable agriculture, framing, businesses, renewable energy, United Kingdom (United Kingdom of Great Britain and Northern Ireland (UK)(Europe), media coverage, solutions journalism
13 pages., via online journal., News reporting on sustainability has been criticized for (1) having a limited coverage of solutions, (2) reporting on solutions with a negative bias, (3) being dominated by sources from government and mainstream business, and (4) promoting frames that prioritize the role of the market and techno-scientific solutions, which leave unchallenged the unsustainable behavior of consumer societies and the focus on economic growth. This study was the first to examine how sustainability is reported in a constructive media outlet and found that articles (1) consistently elaborated solutions, (2) described them in optimistic ways, (3) quoted various sources, and (4) developed a frame that challenged consumerism and critiqued society’s preoccupation with growth while helping to imagine a desirable sustainable future. It is thus argued that this novel, constructive approach to journalism can help move society to a sustainable future by expanding the repertoire of culturally-resonant stories to live by.