Next Article in Journal
Next Article in Special Issue
Previous Article in Journal
Sustainability 2013, 5(6), 2457-2479; doi:10.3390/su5062457
Article

A Methodology for Mapping Meanings in Text-Based Sustainability Communication

Received: 29 March 2013; in revised form: 3 May 2013 / Accepted: 21 May 2013 / Published: 4 June 2013
(This article belongs to the Special Issue Communication for and about Sustainability)
View Full-Text   |   Download PDF [604 KB, updated 17 June 2013; original version uploaded 4 June 2013]   |   Browse Figures
Abstract: In moving society towards more sustainable forms of consumption and production, social learning must play an important role. Making the assumption that it occurs as a consequence of changes in understanding, this article presents a methodology for mapping meanings in sustainability communication texts. The methodology uses techniques from corpus linguistics and framing theory. Two large databases of text were constructed by copying material down from the websites of two different groups of social actors: (i) environmental NGOs and (ii) British green business, and saving it as .txt files. The findings on individual words show that the NGOs and business use them very differently. Focusing on words expressing concern for the natural environment, it is proposed that the two actors also conceptualize their concern differently. Green business’s cognitive system of concern has two well-developed frames; good intentions and risk management. However, three frames—concern for the natural environment, perception of the damage, and responsibility, are light on detail. In contrast, within the NGOs’ system of concern, the frames of concern for the natural environment, perception of the damage and responsibility, contain words making detailed representations.
Keywords: social learning; meaning; sustainability communication; text; corpus linguistics; framing; sustainable business; NGOs; stakeholder dialogue social learning; meaning; sustainability communication; text; corpus linguistics; framing; sustainable business; NGOs; stakeholder dialogue
This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

Export to BibTeX |
EndNote


MDPI and ACS Style

Brown, M. A Methodology for Mapping Meanings in Text-Based Sustainability Communication. Sustainability 2013, 5, 2457-2479.

AMA Style

Brown M. A Methodology for Mapping Meanings in Text-Based Sustainability Communication. Sustainability. 2013; 5(6):2457-2479.

Chicago/Turabian Style

Brown, Mark. 2013. "A Methodology for Mapping Meanings in Text-Based Sustainability Communication." Sustainability 5, no. 6: 2457-2479.


Sustainability EISSN 2071-1050 Published by MDPI AG, Basel, Switzerland RSS E-Mail Table of Contents Alert