The European Union is embarking on a transformative journey towards a sustainable energy future, guided by the ambitious European Green Deal and the Just Transition Mechanism. This vision is not just about reducing carbon emissions but ensuring a fair and inclusive transition that benefits all.
Media Analysis: Narratives For and Against the TransitionDUST’s media analysis sheds light on a critical challenge to the just sustainability transition (JST): the rise of disinformation narratives that can undermine public support and policy efforts in the project’s case study regions of Bulgaria, Poland, Sweden, Germany, and the Netherlands. Take a look at the key highlights below!
The role of media in shaping perceptions
Media, both traditional and social, plays a significant role in disseminating the narratives. On one hand, traditional media outlets influence public opinion through editorial choices and expert commentary. On the other, social media algorithms amplify sensational content, giving disinformation an outsized platform.
For communities already facing socio-economic challenges, such as marginalised or least engaged communities (LECs), the impact is particularly acute. Limited access to other types of transition information leaves these groups especially vulnerable to fear-driven disinformation, deepening disengagement from the policy process.
Anti-transition narratives: a barrier to progress
Across traditional and social media, competing narratives vie for dominance. Unfortunately, disinformation often appeals to the public’s attention by leveraging fear, uncertainty, and economic anxieties, making it an effective tool for those resisting change. In fossil fuel-dependent regions, JST is sometimes seen as a zero-sum game: the promise of a sustainable future seems to come at the immediate expense of livelihoods and community identity. This perception creates fertile ground for disinformation to flourish, often spreading faster and resonating more deeply than pro-transition messages.
Key themes in anti-transition narratives include:
Economic stability under threat: in regions reliant on fossil fuels, disinformation portrays JST as an economic disaster, predicting widespread job losses, the collapse of industries, and community decline.
Sovereignty concerns: the transition is framed as an EU-imposed agenda, disconnected from local needs and priorities, particularly in countries like Bulgaria and Poland, where EU scepticism runs high.
Mistrust of institutions: anti-JST rhetoric often amplifies existing mistrust in governments and supranational bodies, presenting the transition as prioritising distant environmental goals over national interests.
Pro-transition narratives: a struggle for visibility
In contrast, pro-JST narratives emphasise hope and opportunity:
Economic growth: highlighting job creation in renewable energy and other green industries.
Health benefits: pointing to reduced pollution and improved public health.
Climate responsibility: urging action to protect future generations.
Despite their optimistic outlook, these narratives face significant challenges in gaining visibility. Anti-transition rhetoric often appeals more strongly to emotions like fear and anger, overshadowing arguments about the benefits of sustainability.
Bridging the divide
To counter disinformation and build public trust, a comprehensive approach is essential:
Transparent communication: policymakers must consistently and clearly communicate the goals, benefits, and trade-offs of JST.
Community engagement: involving local communities in decision-making ensures policies address their unique needs and concerns, fostering ownership and trust.
Inclusive narratives: emphasise the shared benefits of the transition while addressing valid scepticism, such as economic diversification, improved health, and social justice, to create a compelling counterbalance to disinformation.
Media accountability: encourage responsible reporting and partner with social media platforms to curb the spread of false narratives.
Ultimately, DUST’s media analysis underscores the vital importance of addressing disinformation concerns and as a central component of the JST. Read the full report for more depth here!