NARRATIVES OF SUSTAINABILITY: FRAMING CIVIC ENGAGEMENT THROUGH THE NATIONAL BROADCASTER’S SOCIAL MEDIA
DOI:
https://doi.org/10.17501/24246778.2026.10104Keywords:
sustainability communication, framing, public-service media, cultural heritage, aesthetics, civic engagementAbstract
This article explores how the Lithuanian public broadcaster’s programme Veranda frames sustainability in its television episodes and related social media content. Sustainability research often focuses on climate crisis, policy or technological change. Veranda, however, offers a different perspective. Its stories usually begin with buildings, interiors, neighbourhoods and cultural memory, allowing environmental meanings to emerge from familiar settings. The material includes all 24 episodes of the first season (2019–2020), together with the social media posts connected to them. We examined the material qualitatively, combining lexical-semantic observation and thematic clustering with a close reading of the corpus. Three recurring frames were identified: heritage, aesthetics and social engagement. They come together through ideas of preservation, durable design, local surroundings and shared practices. Sustainability is therefore presented not as a separate environmental demand, but as an ethical and cultural orientation embedded in everyday life. The case demonstrates how public-service media can make sustainable thinking recognisable by expressing it through familiar social and
emotional forms.
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Copyright (c) 2026 Prof. Ilona Valantinaitė, Robert Leščinskij, Vaida Asakavičiūtė
This work is licensed under a Creative Commons Attribution 4.0 International License.
This work is licensed under a Creative Commons Attribution 4.0 International License.
