Seduction, caution, fight: Media framing of research-based expertise in Norwegian print media coverage of low energy buildings (2005–2012)

In a little more than 10 years, Norway went from being a laggard in low energy construction to mandatory Passive House energy consumption levels for all new buildings. This is a remarkable story of expert-led sustainable change, in which considerable resistance had to be overcome. Based on a distant and a close reading of Norwegian print media coverage of low energy buildings between 2005 and 2012, we analyse one aspect of this success story: representations of research-based expert authority. Our empirical study is motivated by a concern for expert authority in conflicts that arise when sustainability policies are implemented. We found three distinct, but complementary groups of representations, cautious dissemination of research findings, open engagement in public controversies, and seductive ‘home stories’. In a division of labour, we argue, they were able to assert research-based authority that persisted despite heated public controversies.