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Identifying and explaining framing strategies of low carbon lifestyle movement organisations

Buechs, M., Saunders, C., Wallbridge, R., Smith, G. and Bardsley, N. (2015) Identifying and explaining framing strategies of low carbon lifestyle movement organisations. Global Environmental Change, 35. pp. 307-315. ISSN 0959-3780

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To link to this item DOI: 10.1016/j.gloenvcha.2015.09.009


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.

Item Type:Article
Divisions:Life Sciences > School of Agriculture, Policy and Development > Department of Agri-Food Economics & Marketing
ID Code:45247


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