The concept of "green jobs" is not clearly defined or well-understood. The purpose of this study was to explore the “meaning-making process around green jobs from the perspectives of the different groups that have entered the discussion.”
This study used a two-part methodology. The authors first searched on “green jobs” as a key word in eight major national British newspapers during the period of August 1999 to August 2009. They identified 226 articles through this search and analyzed trends in green jobs coverage over time related to the frequency of coverage, content of coverage and sources of coverage. They then used frame analysis of the print news media based on a set of frames developed through review of relevant policy documents from a variety of think-tank publications, policy statements, and campaign platforms from a variety of countries.
Five somewhat overlapping frames were identified in the analysis of these print media. The frames, listed in order of frequency in the review, included, (1) The Environment–Economy Bridge - any positive employment effect from government environment programs, (2) Green Entrepreneurship - careers and new ventures in environmental industries, (3) Nascent Industry Creation - jobs resulting from government-led job creation related to new environmental goods and service, (4) Internal Industry Transformation - jobs which work to reduce the environmental impact (or increase the environmental benefits) of organizations and individuals, and (5) Structural Adjustment - new jobs provided for employees of 'dirty' sectors which are being phased out because of new environmental legislation.
The five different frames demonstrate the varied extent of perspectives on Green Jobs. Usage of the concept of green jobs has greatly increased in public discussion in a recent and relatively short time frame, but definitions and connotations of the term vary greatly among media, academic and policy actors. Although a broad definition has appeal and utility, the authors caution that there is a risk of overreach in use of the term, rendering it meaningless. They urge all sectors to continue to try to clarify their meaning in using the term "green jobs" and to be clear about their underlying assumptions and values in doing so. Further research is needed to elucidate the patterns of these frames in the public discourse of other countries.
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