Why, and how will it look? Evaluating answers of energy experts concerning the German Energiewende and its implication for communication efforts

Resumé

The implementation of the German energy transition (Energiewende) is unclearly framed. The future of the transition depends on more than just technological development or economic feasibility. Rather, a positive attitude and an understanding by the general public are critical to its success. Therefore, communicating the complex, polarized and long-term process in an objective way is essential. We show that despite the alleged clarity of goals, German stakeholders have very diverse reasons for their support of the energy transition. One key reason mentioned is climate protection. Another important goal is the desired independence from energy imports. This diversity is at the heart of the communication challenges. We see a wide variety of goals triggering trade-offs and challenges in understanding the process. Therefore, we suggest an infographic as an approach to communicating the energy transition to the general public with a focus on goals and related future challenges of the transition. We conclude that communication tools should promote an inclusive discussion and debate regarding the goals and challenges of a process, such as the energy transition, to help answer the question: How do we want to live in the future? 

Keywords: climate change, energy transition, communication, framing, media