Abstract: The shift away from coal to renewable energy for electricity generation is producing environmental benefits during the climate crisis but also poses uncertainty for coal producers and others along the coal supply chain. Media representations of the coal debate shape how citizens understand and respond to it. This commentary exposes how audiences – even of pro-environmental media – reproduce dominant discourses promoted by fossil fuel corporations and reconceptualize those discourses into a Not in my Backyard (NIMBY) worldview. Critical discourse analysis helps to reveal how tensions between coal companies and renewable energy proponents are exacerbated by controlled coal messaging. Coal propaganda evokes images of a noble and reasonable energy source and places coal within a positive framework that enhances local knowledge, protection, and economic security. Conclusions point to the importance of media literacy instruction as a means for consumers to gain critical distancing strategies and broader perspectives about the climate crisis.
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