The Semiotics of Sustainability in the Greek Media

Abstract

The concept of sustainability has been recognized as a landmark of modern societies and remains the only internationally and consensually recognized global development concept (Jacobsson, 2019). It is based upon the need for a "change of course" in the social, economic, cultural and environmental policies, to bring about the necessary transformation of the existing system (Raco, 2014). At the same time, however, it is presented as an abstract concept that, instead of mapping an agenda and signalling any commitment for a structural transformation of liberal consumer capitalism, seems to be an artistic extension of its life expectancy (Swyngedoow, 2010). According to Fuchs (2017), questions about capitalism and class are largely neglected when actions are promoted that support increased sustainability in neoliberal society. Starting from this paradox, our main research question is to capture how the term "sustainability" is presented in relation to the existing neoliberal system, as well as which ideologies are expressed as neutral in the context of public information. The aim of this research is to determine the role of the Greek media in shaping the semantics of sustainable development. Specifically, after clarifying the terms and conditions through domestic and international literature, the framing analysis of four online media relevant publications is applied as a method of examination. The study aims to identify which discourses are constructed, how many and which publications refer to sustainability in relation to the frames of 'sustainable development' and 'degrowth' and which of these are presented as neutral ideological frames. The analysis reveals an interesting paradox, pointing to contradictory perceptions of problems, responsibilities and solutions in relation to sustainable development, depending on whether it relates to the private or public sector.