Framing the Green Transition: A comparative frame analysis of government communication on the green transition in Norway and the UK
Translated title
Framing the green transition
Author
Hildre, Kamilla Sagen
Term
4. term
Publication year
2025
Submitted on
2025-06-02
Pages
58
Abstract
This thesis examines how government institutions in Norway and the United Kingdom present (frame) the green transition and whether their communication carries a risk of greenwashing—making environmental efforts look better than they are. Here, framing means the choices that highlight some aspects and downplay others to shape public understanding. The study draws on framing theory and greenwashing research, including Seven Sins of Greenwashing and recent EU rules on environmental claims. Trust and democratic responsibility provide the basis for assessing how governments portray themselves as credible and responsible actors in the transition. The empirical material is a qualitative, comparative review of seven government press releases (three from Norway and four from the UK) about national and international climate actions. The UK emphasizes centralized leadership, performance metrics and international standing, while Norway highlights local initiatives, collaborative governance and technological development. Both depict the green transition as achievable and positive, closely linked to innovation, job creation and economic growth. At the same time, some communication strategies risk oversimplifying complex policy challenges or overstating progress. None of the press releases meet legal or regulatory definitions of greenwashing, but certain practices could unintentionally mislead: vague wording, selective emphasis on achievements and forward-looking claims with too little detail. In commercial settings, similar messages would likely require greater transparency and balance. The thesis argues that public institutions should meet the same standards of transparency and accountability expected of private actors, and that public climate communication should be scrutinized with the same critical eye to protect democratic legitimacy.
Dette speciale undersøger, hvordan statslige institutioner i Norge og Storbritannien præsenterer (rammesætter) den grønne omstilling, og om deres kommunikation indebærer en risiko for grønvaskning – at få miljøindsatser til at se bedre ud, end de er. Her betyder rammesætning, hvordan budskaber vinkler nogle aspekter og nedtoner andre for at forme den offentlige forståelse. Studiet bygger på rammeteori og forskning i grønvaskning, herunder Seven Sins of Greenwashing og nyere EU-regler om miljøpåstande. Tillid og demokratisk ansvarlighed fungerer som udgangspunkt for at vurdere, hvordan regeringer fremstiller sig selv som troværdige og ansvarlige aktører i omstillingen. Det empiriske grundlag er en kvalitativ, sammenlignende analyse af syv pressemeddelelser (tre fra Norge og fire fra Storbritannien) om nationale og internationale klimaindsatser. Storbritannien lægger vægt på central ledelse, præstationsmål og international position, mens Norge fremhæver lokale initiativer, samarbejdende styring og teknologisk udvikling. Begge fremstiller den grønne omstilling som en opnåelig og positiv samfundsforandring, tæt knyttet til innovation, jobskabelse og økonomisk vækst. Samtidig rummer nogle greb en risiko for at forsimple komplekse politiske udfordringer eller overvurdere fremskridt. Ingen af de analyserede pressemeddelelser udgør grønvaskning i juridisk eller regulativ forstand, men visse praksisser kan utilsigtet vildlede: vag sprogbrug, selektiv fremhævelse af resultater og fremadrettede udsagn uden tilstrækkelige detaljer. I kommercielle sammenhænge ville sådanne budskaber sandsynligvis kræve større gennemsigtighed og balance. Specialet understreger, at offentlige institutioner bør leve op til de samme standarder for åbenhed og ansvarlighed som private aktører, og at offentlig klimakommunikation bør vurderes med samme kritiske blik for at bevare demokratisk legitimitet.
[This apstract has been rewritten with the help of AI based on the project's original abstract]
Keywords
Framing ; comparative ; communication ; politics ; trust ; greenwashing ; climate ; enviorment