Discourses of on-farm wind energy generation in the UK farming press

ABSTRACTAs the owners of the majority of land in the U.K., farmers are well placed to contribute to renewable energy targets. Media coverage can both drive and reflect farmers’ views about renewable energy but has been largely unexplored to date. This article uses discourse analysis to examine the evolution of coverage of one form of renewable energy – on-farm wind – in the U.K. farming press from 1980 to 2013. We identified a diverse debate with five major discourses. On-farm wind turbines are alternatively represented as: profitable farm diversification opportunities; producers of clean energy; important for rural development and sources of conflict. Although press coverage predominantly encourages wind energy production, a further discourse advises farmers to ‘Proceed with Caution’. While emphasising images and values which have widespread affinity among U.K. farmers, the press have increasingly employed an economic frame, constructing wind energy generation as a farm diversification strategy. The most...