Gregor Wolbring1,Jacqueline Noga2
1Community Health Sciences; Community Rehabilitation and Disability Studies, Faculty of Medicine, University of Calgary , Alberta, Canada;
2 Bachelor of Health Sciences, Faculty of Medicine, University of Calgary , Alberta, Canada
[email protected]; [email protected]; Results: Introduction: Greening The database keyword combination used was the following: Greening • A hierarchy of who was given • The concept of greening has been part of the public (in all fields and text) AND [one of the four newspapers] AND energy a voice in the greening discourse for some time. (in all fields and text). The articles found were used for further coverage exists with • Various aspects of greening have been covered in recent quantitative and qualitative content analysis if they also fulfilled the businesses mentioned the years such as greening industrial ecosystems, greening of following inclusion criteria: full text, newspapers only, English only. All most and government being processes and systems, green utopianism, life cycle articles that fit the inclusion criteria were downloaded as PDF’s and the next group. On the other analysis, entrepreneurship, supply chain, greening being imported into ATLAS.ti© for qualitative analysis. end of visibility the least part of social responsibility, design for environment, 50 mentioned were people in greening and developing countries, and greening the 45 Inuvik, Inuit’s and economy. 40 Aboriginal/First 35 • Greening is a topic in regards to various hydrocarbon 30 Nation/Indigenous people. energy sources such as coal, oil, petroleum, greening of 25 Calgary Herald • Our study revealed that Edmonton Journal 20 various aspects of the oil business and greening electricity. Globe and Mail although 88% of newspaper Articles perYear 15 National Post • Greening of energy is seen as essential for green growth, 10 articles that covered greening greening growth and a green economy. 5 also covered energy issues,
• The OECD proposed a set of indicators for greening and 0 only 0.15% of the articles that
1978 1980 1982 1984 1992 1994 1996 1998 2000 2008 2010 2012 1986 1988 1990 2002 2004 2006 green growth that are directly pertinent to energy and Years covered energy issues also greening. Table 1. Frequency of mentioning of different energy sources in the greening articles contained the term greening. Energy National Post Energy Globe and Mail Energy Calgary Herald Energy Edmonton Journal • At the same time many question the legitimacy of green Source n=78=100% Source n=194=100% Source n=142=100% Source n=124=100% • Greening was mostly framed Code Code Code Code Total Art Art Total Art Art Total Art Art Total Art Art and the viability of greening claims (greenwashing). hitco icle icle hitco icle icle hitco icle icle hitco icle icle in economical not unts cou cou unts cou cou unts cou cou unts cou cou environmental protection (n=) nt nt (n=) nt nt (n=) nt nt (n=) nt nt (n= (%) (n= (%) (n= (%) (n= (%) ) ) ) ) terms Role of Media Energy 457 78 100 Energy 781 194 100 Energy 567 142 100 Energy 545 124 100 • Very little was found about the 46. 38. 56. 41. Gas 122 36 Gas 273 74 Gas 235 80 Gas 183 51 • Media is a large and extremely influential institution. Media 2 1 3 1 effect of business practices on Solar 33. 30. 23. 36. 66 26 Oil 150 60 Oil 110 33 Oil 104 45 are reported to shape public agenda, mold conceptions of Power 3 9 2 3 environmental performance Electri 26. Solar 27. Solar 22. Electri 20. 68 21 117 53 79 32 75 25 social reality, enable behavioral acquisition through city 9 Power 3 Power 5 city 2 and the role of governments 24. Electri 23. Electri 21. Solar 20. vicarious learning, and facilitate the dissemination of Oil 59 19 114 46 77 31 73 25 and non-governmental 4 city 7 city 8 Power 2 technological innovations. Media have the ability to change Oil Oil agencies in aiding the effect sand sand Wind 17. Wind 23. 19. 19. 26 14 154 46 and 86 28 and 137 24 public behavior and the public’s perception and actions on Power 9 Power 7 7 4 of sustainable business Oilsan Oilsan a given issue. d d practices. 16. 21. Wind 19. 17. Coal 28 13 Coal 114 42 94 28 Coal 73 22 7 6 Power 7 7 Renew Renew 15. 15. 16. Research Question able 20 12 Hydro 64 30 Coal 45 27 19 able 39 21 Conclusion: 3 5 9 Energy Energy How do the media report on greening? Which energy sources Renew The media investigated are not 11. 11. Wind 16. Fossil 17 9 Fossil 39 22 able 35 14 9.8 53 21 5 3 Power 9 are mentioned? Who is given a voice in the media coverage? Energy informing the reader on the Renew Alterna Green 11. 10. 12. Which are linked to greening in the articles? 12 9 able 35 21 Hydro 21 12 8.5 tive 28 16 issue of greening in a useful energy 5 8 9 Energy Energy 11. Nuclea 10. manner. Hydro 35 9 79 16 8.2 Fossil 18 11 7.7 Fossil 19 13 Method 5 r 5 Alterna Alterna Alterna 10. Green tive 12 8 tive 26 15 7.7 tive 12 9 6.3 10 8 6.5 As sources we used the National Post and the Globe and Mail, 3 energy The full paper with complete Energy Energy Energy Nuclea Geothe Biodie Nuclea the two Canadian newspapers with national reach and scope, 72 7 9 28 13 6.7 14 7 4.9 16 8 6.5 references can be found at r rmal sel r and the Calgary Herald and Edmonton Journal, two Oil Wolbring Gregor and Noga sand Bioma Biodie and 26 7 9 17 10 5.2 Biofuel 14 6 4.2 17 8 6.4 newspapers with local reach in a Canadian province where ss sel Jacqueline (2013) Greening and Oilsan energy production is a main source of governmental and d Energy Issues: An Analysis of Oil sand individual income; Biodie Nuclea Four Canadian 5 5 6.4 and 51 9 4.6 40 6 4.2 Biofuel 21 7 5.6 sel r Oilsan Newspapers Journal of d Green Green Sustainable Development Vol. 6, Biofuel 9 5 6.4 8 6 3.1 4 4 2.8 Hydro 10 7 5.6 energy energy No. 7; Article 8; p. 88-113; open access