Discourse analytic exploration of the Who Cares, 2009 focus group discussions
This project adopted a discourse analysis approach to explore the findings of qualitative research (focus group discussions) conducted as part of the 2009 "Who Cares about the Environment" survey. Rather than simply summarise the main points arising from a focus group discussion, discourse analysis seeks to expose the social and cultural meanings behind participant and household behaviours (in this case, energy efficiency behaviour), identify the origins of these meanings in commercial advertising and popular culture, and identify the body of meaning that might surround resistance to behavioural change. Central to this approach is the idea that certain meanings legitimise particular behaviours and establish them as social norms, while making alternative behaviours invisible or socially deviant.
Completed in 2010
Contact: Ian Reeve