A Methodology for Mapping Meanings in Text-Based Sustainability Communication

Mark Brown
Additional contact information
Mark Brown: BI Norwegian Business School, Nydalsveien 37, 0484 Oslo, Norway

Sustainability, 2013, vol. 5, issue 6, 1-23

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 (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2013
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

Downloads: (external link)
https://www.mdpi.com/2071-1050/5/6/2457/pdf (application/pdf)
https://www.mdpi.com/2071-1050/5/6/2457/ (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:5:y:2013:i:6:p:2457-2479:d:26223

Access Statistics for this article

Sustainability is currently edited by Ms. Alexandra Wu

More articles in Sustainability from MDPI
Bibliographic data for series maintained by MDPI Indexing Manager ().