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Identifying and explaining framing strategies of low carbon lifestyle movement organisations

Identifying and explaining framing strategies of low carbon lifestyle movement organisations
Identifying and explaining framing strategies of low carbon lifestyle movement organisations
Over the last decade we have seen the growth and development of low carbon lifestyle movement organisations, which seek to encourage members of the public to reduce their personal energy use and carbon emissions. As a first step to assess the transformational potential of such organisations, this paper examines the ways in which they frame their activities. This reveals an important challenge they face: in addressing the broader public, do they promote ‘transformative’ behaviours or do they limit themselves to encouraging ‘easy changes’ to maintain their appeal? We find evidence that many organisations within this movement avoid ‘transformative’ frames. The main reasons for this are organisers’ perceptions that transformational frames lack resonance with broader audiences, as well as wider cultural contexts that caution against behavioural intervention. The analysis draws on interviews with key actors in the low carbon lifestyle movement and combines insights from the literatures on collective action framing and lifestyle movements.
0959-3780
307-315
Buchs, Milena
c62b4fbd-660c-4642-876e-de9512db9a9c
Saunders, Clare
c1478ea2-16d7-4fac-856d-516c97e4d5eb
Wallbridge, Rebecca
a7d11a68-ff71-4adb-b406-252edb60cb55
Smith, Graham
f490019c-fdee-473a-bf9b-62be5505a206
Bardsley, Nicholas
4cc36030-2783-4def-a06f-9f2aee92663e
Buchs, Milena
c62b4fbd-660c-4642-876e-de9512db9a9c
Saunders, Clare
c1478ea2-16d7-4fac-856d-516c97e4d5eb
Wallbridge, Rebecca
a7d11a68-ff71-4adb-b406-252edb60cb55
Smith, Graham
f490019c-fdee-473a-bf9b-62be5505a206
Bardsley, Nicholas
4cc36030-2783-4def-a06f-9f2aee92663e

Buchs, Milena, Saunders, Clare, Wallbridge, Rebecca, Smith, Graham and Bardsley, Nicholas (2015) Identifying and explaining framing strategies of low carbon lifestyle movement organisations. Global Environmental Change, 35, 307-315. (doi:10.1016/j.gloenvcha.2015.09.009).

Record type: Article

Abstract

Over the last decade we have seen the growth and development of low carbon lifestyle movement organisations, which seek to encourage members of the public to reduce their personal energy use and carbon emissions. As a first step to assess the transformational potential of such organisations, this paper examines the ways in which they frame their activities. This reveals an important challenge they face: in addressing the broader public, do they promote ‘transformative’ behaviours or do they limit themselves to encouraging ‘easy changes’ to maintain their appeal? We find evidence that many organisations within this movement avoid ‘transformative’ frames. The main reasons for this are organisers’ perceptions that transformational frames lack resonance with broader audiences, as well as wider cultural contexts that caution against behavioural intervention. The analysis draws on interviews with key actors in the low carbon lifestyle movement and combines insights from the literatures on collective action framing and lifestyle movements.

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Published date: 24 October 2015
Organisations: Sociology, Social Policy & Criminology

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Local EPrints ID: 381564
URI: https://eprints.soton.ac.uk/id/eprint/381564
ISSN: 0959-3780
PURE UUID: 9082f269-eeaa-4721-b1b4-ad901a2b6524

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Date deposited: 29 Sep 2015 13:33
Last modified: 07 Sep 2017 16:36

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Contributors

Author: Milena Buchs
Author: Clare Saunders
Author: Rebecca Wallbridge
Author: Graham Smith
Author: Nicholas Bardsley

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