30 / 64
30
ZEB
annual report 2014
Plan of ZEB Living Lab. Photo: Anne J. Bruland
|
Planskisse av ZEB Living Lab. Foto: Anne J. Bruland
audience, the media and the experts.
The second type of expert involvement is
through actual building projects. The building
experts communicate with the public through
media in e.g. widely publicized projects such
as Brøset and Powerhouse, in which research
institutions NTNU and Sintef and prestigious
architecture offices, public institutions and
environmental organizations play a key
role. In these cases, experts are the main
representatives in the media, both directly
through interviews and (more often) through a
“kronikk”, a written intervention similar to the
American “op-ed” and a “feature story”, where
their texts, with only marginal intervention
of a journalist, are published. The analysis
shows clearly that experts avoid involvement
in the media reporting of failing projects. The
absence of engagement in fiascos and the
prevalence of direct engagement (“kronikk”)
show that experts choose carefully and
strategically where to intervene. Building
experts involve themselves with the media on
their own terms.
To conclude, the mediatization of low energy
buildings in Norway shows an overall
supportive role of the media. We found
opportunities for mutual learning among the
audience, media and experts. Additionally, by
conspicuously domesticating pilot buildings
- connecting everyday life and technological
innovation – the mediatization of low energy
buildings created a compelling image of the
compatibility of the new with the known.
|
Implementeringen av lavenergistandarder
for bygninger er fremhevet som et effektivt
og lite påtrengende virkemiddel for
bærekraftig utvikling. Men strengere krav i
bygningstekniske forskrifter får konsekvenser
for hjemmets privatsfære og møter derfor
motstand. Media kan bidra til å forklare
nødvendigheten av strengere krav og dermed
minske motstanden, men media kan også
stille seg på motstandernes side og skape en
barriere for implementeringen.
Vi har observert hvordan konsepter for
lavenergibygninger er kommunisert til