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Framing ‘Green Jobs’ Discourse: Analysis of Popular Usage



The emerging concept of Green Jobs has yet to be clearly defined. This study uses critical discourse analysis and framing theory to analyse the meaning of Green Jobs claims, and their representation and transformation. Based on an analysis of print media from 1999 to 2009 and supporting policy documents, five predominant frames were identified in Green Jobs discourse: Environment–Economy Bridge, Green Entrepreneurship, Nascent Industry Creation, Internal Industry Transformation, and Structural Adjustment. Coverage of Green Jobs discourse has sharply increased since 2008. Although the term remains loosely defined and is employed in multiple ways, it is predominantly used as a strategic link between the recession and climate change policy. The fractured framing used in Green Jobs discourse hinders its uptake as a meaningful concept informing job creation, greening of industry, and sustainable development policy. Media, policymakers and advocacy groups should clarify the underlying definition when using the term. Copyright © 2012 John Wiley & Sons, Ltd and ERP Environment.