Identifying and explaining framing strategies of low carbon lifestyle movement organisations. (November 2015)

• Record Type: Journal Article
• Authors: Büchs, Milena; Saunders, Clare; Wallbridge, Rebecca; Smith, Graham; Bardsley, Nicholas
• Is Part Of: Global environmental change. Volume 35(2015:Nov.)
• Page Start: 307
• Page End: 315
• Publication Date: 2015-11
• Subjects: Behaviour change -- Climate change -- Framing -- Lifestyle movements -- Social movements -- Third sector; Environmental policy -- Periodicals; Human ecology -- Periodicals; Nature -- Effect of human beings on -- Periodicals; Environment -- Periodicals; Environnement -- Politique gouvernementale -- Périodiques; Écologie humaine -- Périodiques; Homme -- Influence sur la nature -- Périodiques; Environmental policy; Human ecology; Nature -- Effect of human beings on; Periodicals; Electronic journals; 333.7
• DOI: 10.1016/j.gloenvcha.2015.09.009
• Languages: English
• ISSNs: 0959-3780

Abstract

Highlights: The majority of organisations in this study adopted cautious frames. Cautious framing was related to targeting broader audiences (frame resonance). Transformational frames currently tend to lack wider cultural resonance. Promoting transformational frames can facilitate cultural change in the long term. 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.