Degrowth communication: escaping the ivory tower

Hanley, Kimberly Kate (2023) Degrowth communication: escaping the ivory tower. Masters thesis, Northern Arizona University.

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Abstract

This paper reviews public spoken communications of degrowth proponents, evaluating the verbal barriers potentially impeding public acceptance of their theory and offering possible solutions to enhance its adoption by a wider swath of society. Degrowth theory proposes solutions for effectively addressing the climate crisis, social inequality, and environmental injustice. While degrowth as a theory has increased in popularity in recent years, this has been primarily confined to academic circles. It has not seen broad recognition or acceptance from the laity. Degrowth as a movement has therefore remained, after more than half a century since its development, largely unknown and completely untested in real world socioeconomics. Using the framework of persuasion theory as a lens, this paper examines degrowth proponents’ communication via media platforms, e.g., podcasts and videos. Critical discourse analysis was applied to the evaluation of the degrowth evangelists’ communications with a focus on evaluating the language choices for their accessibility, clarity, and minimization of jargon. Results of this study reviewed potential hinderances to the persuasive abilities of current degrowth messaging to persuade mainstream audiences in favor of degrowth. Degrowth evangelists are currently emphasizing widely unpopular aspects of degrowth, utilizing excessive jargon, communicating with inaccessible language and offering examples via abstract metaphors thereby convoluting the messaging offered to non-specialized audiences. This study concludes that given the urgency surrounding the limited amount of time remaining for reducing carbon emissions to avert the worst of climate destabilization, degrowth proponents must alter their messaging to focus on the popular aspects of degrowth, communicate in engaging simple and accessible ways thereby creating a higher likelihood of facilitating acceptance and generating support for degrowth throughout the global populace.

Item Type:	Thesis (Masters)
Publisher’s Statement:	© Copyright is held by the author. Digital access to this material is made possible by the Cline Library, Northern Arizona University. Further transmission, reproduction or presentation of protected items is prohibited except with permission of the author.
Keywords:	Climate Change; Critical Discourse Analysis; Degrowth; GDP; Persuasion Theory; Public Messaging
Subjects:	H Social Sciences > HC Economic History and Conditions
NAU Depositing Author Academic Status:	Student
Department/Unit:	Graduate College > Theses and Dissertations College of Social and Behavioral Science > Sustainable Communities
Date Deposited:	05 May 2025 17:13
Last Modified:	05 May 2025 17:13
URI:	https://openknowledge.nau.edu/id/eprint/6125

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