From adoration to damnation? Exploring role of media in shaping low-carbon economy in times of the COVID-19 pandemic

Abstract

The leverage of the public narrative created and maintained by the media as a highly influential social actor is decisive, but also sensitive, in bringing about the energy transition and advancing towards a low-carbon economy. The outbreak of the COVID-19 pandemic has potential to slow down and deform the public acceptance of the above-mentioned processes as it is likely that the priorities of individual governments will be revisited and tailored to tackle the ongoing health crisis. We are replying to such a threat with this study that aims to reflect on the immense role of media in shaping a low-carbon economy in transitional economies. We are using Poland as an illustrative example to demonstrate how wide, colourful, and sometimes even confusing the low-carbon narrative might be. By means of employing the horizon scanning of the diverse types of media, we detected that media overwhelmingly affect and deform the ongoing discussions about the nuances of energy transition and benefits a low-carbon economy. We argue that political preferences of individual journalists (and publishing houses) in Poland tend to influence the style, depth, extent, and quality how the topic is covered and narrated.