Building Carbon Literacy: How the Irish Press Normalise Public Discussion About Climate Mitigation Actions

The aim of this paper is to extend current research on climate change communication by zoning in on communication about societal responses to climate change or Low Carbon Transition (LCT). Specifically, it contributes to thinking about communication strategies to foster public discussion about reducing carbon emissions. To do so, the research examines how news media represent LCT and thus act as resources for public talk about tackling climate change. This paper argues news media representations of LCT offer essential insights about the range of processes for LCT that are being made publically available and are therefore highly significant in terms of building carbon literacy and broadening public talk about carbon reduction activity. In particular, it highlights why communications strategies for building climate ‘smart’ publics in response to COP21 must consider the implications of how news media normalise LCT as a social issue. Drawing on an Irish case study, this research presents a novel method for analysing press representations of LCT and shows that press treatment constrains carbon literacy by deploying a limited range of topics. The paper concludes by offering insights for communication strategies aimed at building carbon literacy: it highlights that fostering public discussion about LCT can broaden public engagement with climate change.