Transition to sustainable energy is one of the main challenges for the future of humanity and, in order to achieve this goal, technical innovation as well as cultural and societal shifts are required (Fouquet & Pearson, 2012; World Energy Council, 2013). The present contribution – that is part of a larger ongoing project (ACCESI, w3.uniroma1.it/accesi) aimed at examining psychosocial factors that affect energy sustainability in Italy – focuses on the figurative nucleus of the social representation of sustainable energy currently shared in Italy. Key to energy sustainability are the representations of energy, of energy systems, and of their users (Dobson, 2003; Stern & Aronson, 1984). Transition from a hard to a soft energy path (Lovins, 1976; 1977) requires the development of new representations of all these three issues. While the hard path is characterised by top-down governance, the use of non renewable sources, and the presence of large scale production sites, the soft path includes a set of representations characterised by decentralised and bottom-up governance, small scales production sites, as well as active and conscious energy citizens and communities (Devine-Wright, 2007). Previous research conducted on the press and political debates in the years 2009-2012 shows that, in Italy, the use of renewables is not yet coupled with cultural transformation: users are still depicted as lacking awareness, competence and interest (Sarrica, Brondi & Cottone, in press). The current contribution extends these results by analysing the figurative nucleus of the representation of sustainable energy. Our dataset is constituted by a large set of photographs (N= 199) collected on the occasion of a photo competition aimed to inform, raise awareness and promote energy transition themes. Data were submitted to quantitative and qualitative content analysis. Preliminary results confirm previous investigations: energy systems are mainly depicted trough large power plants that require centralised management, humans are almost excluded from the images as if sustainability was only an environmental issue, the relationship between technologies and landscape is ambivalent. Methodological, applied and policy implications will be discussed.
Wind Turbines, Solar Panel and Beautiful Landscapes. An Exploration of the Image of Energy Sustainability in Italy / Sarrica, Mauro; Carman, Petra; A., Moruzzi; Brondi, Sonia. - ELETTRONICO. - (2014). (Intervento presentato al convegno 28th International Congress of Applied Psychology (ICAP). "From Crisis to Sustainable Well-Being" tenutosi a Paris nel 8-13 July 2014).
Wind Turbines, Solar Panel and Beautiful Landscapes. An Exploration of the Image of Energy Sustainability in Italy
SARRICA, Mauro;CARMAN, PETRA;BRONDI, SONIA
2014
Abstract
Transition to sustainable energy is one of the main challenges for the future of humanity and, in order to achieve this goal, technical innovation as well as cultural and societal shifts are required (Fouquet & Pearson, 2012; World Energy Council, 2013). The present contribution – that is part of a larger ongoing project (ACCESI, w3.uniroma1.it/accesi) aimed at examining psychosocial factors that affect energy sustainability in Italy – focuses on the figurative nucleus of the social representation of sustainable energy currently shared in Italy. Key to energy sustainability are the representations of energy, of energy systems, and of their users (Dobson, 2003; Stern & Aronson, 1984). Transition from a hard to a soft energy path (Lovins, 1976; 1977) requires the development of new representations of all these three issues. While the hard path is characterised by top-down governance, the use of non renewable sources, and the presence of large scale production sites, the soft path includes a set of representations characterised by decentralised and bottom-up governance, small scales production sites, as well as active and conscious energy citizens and communities (Devine-Wright, 2007). Previous research conducted on the press and political debates in the years 2009-2012 shows that, in Italy, the use of renewables is not yet coupled with cultural transformation: users are still depicted as lacking awareness, competence and interest (Sarrica, Brondi & Cottone, in press). The current contribution extends these results by analysing the figurative nucleus of the representation of sustainable energy. Our dataset is constituted by a large set of photographs (N= 199) collected on the occasion of a photo competition aimed to inform, raise awareness and promote energy transition themes. Data were submitted to quantitative and qualitative content analysis. Preliminary results confirm previous investigations: energy systems are mainly depicted trough large power plants that require centralised management, humans are almost excluded from the images as if sustainability was only an environmental issue, the relationship between technologies and landscape is ambivalent. Methodological, applied and policy implications will be discussed.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.