La campagna «80 Millionen gemeinsam für Energiewechsel» del Bundesministerium für Wirtschaft und Klimaschutz: comunicazione tra istituzione e cittadino per la svolta energetica

The paper focuses on the analysis of the campaign «80 Millionen gemeinsam für Energiewechsel», launched by the German Ministry of Economy and Climate Protection in 2022. The campaign is part of a broader environmental policy named Energiewende, i.e. ‘energetic transition’, which was introduced in 2011 to promote renewable energetic sources instead of the traditional ones. As was the case with the Energiewende, the narrative supported by the ministry regarding the Energiewechsel focuses on concepts such as a sense of community, collective participation and cooperation of the various social actors as key elements for the success of the reforms.
The aim of the essay is to investigate the frames used in the campaign. As shown through the analysis of the press releases and textual sections of the campaign website, the most recurring metaphors refer to the conceptual domains of economics (consumption savings) and politics (independence from Russian energy supplies), which clash with ecology and sustainability.