Energy Transition in and by the Local Media. The Public Emergence of an ‘Energy Town’

Climate change mitigation and the transition to environmentally sustainable forms of life have become central public issues, and a number of studies have investigated the role of the media in constructing and distributing representations of climate change and sustainability. Most of these studies have addressed the media at a national or international level. This article investigates the mediating of a local, municipal initiative, i.e. the so-called ‘Energy Town Frederikshavn’ project in northern Denmark, which has set the ambitious goal of complete transition to renewable energy consumption and CO2 neutrality within a few years. Using frame analysis, informed by discourse studies, the article analyzes how the project emerged and was established as a public phenomenon in the media coverage, including how it was made intelligible and which social actors were represented as having a say on the matter. The findings show several differences to national or international representations of climate change and sustainability, such as a prevalent profiling frame and an indication of a reversal of the so-called Giddens’ paradox