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Strategic climate change communication - The European Wind Energy Association in a discourse strategy trap

Oestergaard, Maja LU (2015) SKPM08 20151
Department of Strategic Communication
Abstract
Climate scientists argue that the world’s increasing CO2 emissions are damaging
for humans and the planet. If this is true, then how come governments are not
rushing to provide sufficient incentives for a fast transition into renewable energy? The thesis proposes an explanation by focusing on included and excluded discourses in the EU climate and energy debate. The research is based on a case
study of The European Wind Energy Association’s strategic communication. From a systems theory perspective, the thesis advances that the association actively
tailors and conforms to the prevailing discourse of neoliberalism. In doing so,
the study suggests that the association becomes an advocator for maintaining the
socio-economic status-quo... (More)
Climate scientists argue that the world’s increasing CO2 emissions are damaging
for humans and the planet. If this is true, then how come governments are not
rushing to provide sufficient incentives for a fast transition into renewable energy? The thesis proposes an explanation by focusing on included and excluded discourses in the EU climate and energy debate. The research is based on a case
study of The European Wind Energy Association’s strategic communication. From a systems theory perspective, the thesis advances that the association actively
tailors and conforms to the prevailing discourse of neoliberalism. In doing so,
the study suggests that the association becomes an advocator for maintaining the
socio-economic status-quo and not an advocator for change. The thesis proposes
that this traps the actor’s communication in a discursive space where the necessary societal changes for a full transition into renewable energy becomes difficult to discuss. (Less)
Please use this url to cite or link to this publication:
author
Oestergaard, Maja LU
supervisor
organization
course
SKPM08 20151
year
type
H2 - Master's Degree (Two Years)
subject
language
English
id
5469427
date added to LUP
2015-08-24 15:13:27
date last changed
2015-08-24 15:13:27
@misc{5469427,
  abstract     = {Climate scientists argue that the world’s increasing CO2 emissions are damaging
for humans and the planet. If this is true, then how come governments are not
rushing to provide sufficient incentives for a fast transition into renewable energy? The thesis proposes an explanation by focusing on included and excluded discourses in the EU climate and energy debate. The research is based on a case
study of The European Wind Energy Association’s strategic communication. From a systems theory perspective, the thesis advances that the association actively
tailors and conforms to the prevailing discourse of neoliberalism. In doing so,
the study suggests that the association becomes an advocator for maintaining the
socio-economic status-quo and not an advocator for change. The thesis proposes
that this traps the actor’s communication in a discursive space where the necessary societal changes for a full transition into renewable energy becomes difficult to discuss.},
  author       = {Oestergaard, Maja},
  language     = {eng},
  note         = {Student Paper},
  title        = {Strategic climate change communication - The European Wind Energy Association in a discourse strategy trap},
  year         = {2015},
}