Professional Documents
Culture Documents
Research Policy
journal homepage: www.elsevier.com/locate/respol
IFP Institute of Forest and Environmental Policy, University of Freiburg, Tennenbacherstrasse 4, 79106 Freiburg, Germany
IFZ Inter-University Research Centre for Technology, Work and Culture, University of Klagenfurt, Schloegelgasse 2, 8010 Graz, Austria
a r t i c l e
i n f o
Article history:
Received 1 August 2008
Received in revised form 1 December 2009
Accepted 1 January 2010
Available online 19 February 2010
Keywords:
Guiding visions
Transition management
Multi-level framework
Regional governance
Energy systems
a b s t r a c t
Guiding visions play an important role in the transition management approach as a central means of
mobilizing social actors and the co-ordination of dispersed agency.
Energy regions in Austria are an interesting example for the strategic promotion of such guiding visions
in the context of regional development. We describe the case of Murau, an alpine district in which a strong
actor network has been built around a vision of systematically exploiting renewable energy sources and
at the same time saving the region from economic decay. The vision gained much authority and has been
institutionalised at various levels of regional governance. It furthermore was supported by and played
an important role for regime level attempts to inuence socio-technical change.
Development and social propagation of such visions are inherently political and contested processes
involving much strategizing and anticipation of conict. We describe particular discursive strategies
applied in niches such as the combination and translation of sentiments into localised visions and
demonstrations of feasibility. These strategies can be understood as systematic attempts to support
discursive shifts at regime level by means of local activities, and aim to modify rather durable power
structures.
We suggest ways to analyse such discursive practices in order to orient strategic action in the
course of such processes: analysing guiding visions and their interference with other emerging trends;
extending analyses across spatial scales (e.g. translations) and across thematic elds (e.g. convergence
of agendas); and focusing on processes of stabilisation, institutionalisation and mutually reinforcing
developments.
2010 Elsevier B.V. All rights reserved.
1. Introduction
At both national and EU-level ambitious targets have been set
for a substantial redirection of energy systems towards greater
sustainability. When it comes to the translation of such general
objectives concerning our energy future into concrete policies and
practices, however, we nd not consent but much debate and
controversy. This is not surprising, as the concretisation and materialisation of general notions of sustainability into concrete decisions,
investments and practices always proves to be a matter of politics
and social dispute (Hajer, 1995; Meadowcroft, 2005).
In this paper we analyse and discuss the emergence and role
of guiding visions in such socio-technical transformation processes towards greater sustainability. In particular, we investigate a
regional vision building process for a sustainable energy system in
an Austrian energy region and discuss its contribution in terms of a
450
and selection processes at the regime level. Recent work has additionally investigated pressures from the socio-technical landscape
as a driver for regime transitions (Geels and Schot, 2007). Another
focus of research is the dynamic relationship between niches and
regimes and the question of how such niche developments are generated, stabilised, translated into and linked with regime changes
(Raven, 2004, 2006, 2007; Geels and Raven, 2006; Lovell, 2007;
Smith, 2007). Schot and Geels identify (among others) the following
issues for future research:
- the role of visions in the process of niche formation, including
their inuence on the positive feedbacks between changes at the
niche, regime and landscape level;
- the nature and source of protection of niches that is conducive to
its further development, as well as the management of selective
exposure (Schot and Geels, 2008, p. 550).
The development of guiding visions has been identied as a central
element of governance strategies which aim at directing sociotechnical regime transitions towards desired outcomes. To what
extent such processes can be intentionally managed despite their
multi-level, multi-actor character is an open question central to
the critique of the transition management approach (Berkhout et
al., 2003; Healey et al., 2003; Shove and Walker, 2007).
In this article, we want to demonstrate how analysing the
emergence of such visions in discursive niches and their interrelation with broader discourses about sustainable energy futures can
indeed help us address some of the open questions about the ongoing transformation of energy systems in a multi-level perspective.
A close look at visions and local discourses will help us to better
understand how niche development and regime change is linked
with other socio-political processes such as urban or regional development, with other sectors (e.g. agriculture) and with policies and
controversies at a national level. We are especially interested in two
interrelated issues: (a) how do certain visions develop the power
to effectively coordinate action within and across different scales
while others dont and (b) what effects can hegemonic visions
developed in a small region have on transitions of broader scope.
Empirically, we examine a transformation process in a so-called
energy region in Austria where collective guiding visions play an
explicit role in the strategies of actors attempting to inuence sociotechnical change. Such ongoing processes are still in ux and the
outcome and radicalness of the transformation processes can only
be analysed in hindsight. We can nevertheless gain new empirical
insights about how such guiding visions are developed and diffused
by different groups of actors, about interrelations with discourses
at different spatial scales, and the possible role of such regional
processes within the multi-level dynamics of energy system
transitions.
The following Section 2 will review different strands of literature
on the role of visions in processes of socio-technical transformation.
Section 3 is devoted to the empirical analysis of vision building
processes as studied in one such energy region. We report on our
empirical insights focusing on the following four aspects:
(1) How do local actors link up with (a variety of) meso-level discourses when tailoring guiding visions?
(2) Which principles do they follow when aligning heterogeneous
networks of actors?
(3) How is dominance in regional discourse achieved? By drawing
from which resources?
(4) How is local discourse supported by meso-level actors and how
is meso-level discourse potentially inuenced?
We will embed the development of guiding visions for a particular energy region into the multi-level process of energy system
transformation in Austria and discuss their potential role in a transition of the Austrian energy system towards sustainability. In the
conclusions we nally aim at a more differentiated view of the
development and functions of guiding visions in socio-technical
transformation processes and ask how they might be better understood and more effectively inuenced in order to shape transitions
towards sustainability.
2. The role of guiding visions in socio-technical change
elements of a conceptual framework
In which ways are socio-technical transformation processes
inuenced by visions of future system states and to which extent
can such processes be intentionally inuenced by certain actors?
How do such visions correspond with actual socio-technical recongurations and new actor networks? How do they stabilise and
shape niche-regime interactions and link these interactions with
social processes outside of the niche or regime? These questions
are crucial for the debate of sustainability transitions and so far
have not been satisfactorily answered. During the last 15 years,
various elds of research have developed a renewed interest in
the role of visions and coalition building in bringing about political, technological and organisational change. Discursive strategies
regained recognition as an important explanatory factor in policy studies, and at the same time studies on the social shaping of
technology were inuenced by a new appreciation of the role of
expectations and guiding visions or Leitbilder as it was termed
in the German debate. With regard to the question (a) of how
visions become inuential, we will resort below to several debates
in techno-science and policy studies. The question (b) concerning
effects of regional discourse on broader transition dynamics will
then be debated primarily with reference to the multi-level perspective which is essential to the literature on system innovations
and socio-technical transitions.
2.1. Guiding visions and Leitbilder in technology development
The concept of Leitbild (literally guiding image), introduced
by Meinolf Dierkes and colleagues in the early 1990s, soon became
a major term of the scientic discourse on technology development
(Technikgenese) in Germany and beyond (Dierkes et al., 1996).
Leitbild refers to cognitive and discursive constructs decisive for
the co-ordination of the behaviour of the various actors involved in
the development of technology. Leitbilder are expected to bridge
language problems across a lay/expert divide or between different professional knowledge cultures (Mambrey and Tepper, 2000).
The extent to which these visions are open to differing individual
interpretations consequently is a crucial feature.
The Leitbild approach, although developed with rather high
ambitions, did not convincingly specify the possibilities and preconditions for the intentional use and promotion of guiding visions
in what necessarily are messy, multi-level, multi-actor processes.
From an analysts point of view, assessing the transformative potential of guiding visions in the making will always be much more
demanding than the retrospective reconstruction of the making of
heroes (Borup et al., 2006, p. 290) or of failed visions (Brown et al.,
2000; Geels and Smit, 2000). The Leitbild approach has been criticised mainly for underrating struggles about discursive hegemony
and authority. Grin and Grunwald (2000) for example expressed
scepticism about managerial ambitions to use visions as a steering device by reminding us of some important facts: while shared
visions are indeed always involved in shaping the development of
socio-technical systems, they are themselves closely bound to the
slow metamorphosis of the normative and discursive landscape
they are embedded in. Therefore they can hardly be shaped and
451
452
about sustainable energy futures, regional development and climate protection. The discussions revolved around storylines like
by using fossil energy we transfer our money to the sheiks and
there is enough biomass in our woods for our full heat & electricity supply. All participants had a chance to contribute to the
debate and moderators made sure that priorities were selected in
consensus and reected the willingness of participants to actively
contribute to the implementation of objectives. These priorities
were then cast into a sketchy vision of the regional socio-technical
future the vision of energy autonomy for the district, consisting
of ve objectives to be realised before the year 2015.
The most important three of these objectives are:
The district of Murau is energy autonomous with regard to heat
and electricity i.e. a positive balance for renewables in primary
energy ows has been achieved.
Prospering regional economic circuits of energy production and
consumption have been established and a surplus of economic
value is created by a net export of energy carriers.
A high level of public awareness concerning the need for an energetic circular ow economy (energetische Kreislaufwirtschaft)
has been achieved (especially among pupils).
Measures that will help in achieving these objectives have been
identied and prioritized. For the top measures permanent working
groups were established.
3.2. Establishing the guiding vision for the region
The strategic selection of storylines linking ecological discourses with e.g. discourses of economic development seems to
be an important strategy in setting regional development agendas. Energy transitions and regional projects in support of such
transitions are thereby embedded and linked up with other sociopolitical agendas and social resources. The objective of creating
regional economic value by substituting the import of primary
energy carriers was a central concern in all energy regions studied, besides the environmental concern to support a move towards
more sustainable energy systems. That these two objectives are
concordant with each other was very much welcomed as the
initiators expected to mobilize more actors with the economic
objective than with the environmental concerns about fossil fuel
consumption. Emphasis was thus put on the assessment of regional
potentials for value creation by bringing regional, renewable
energy sources into use, with biomass naturally playing an important but not exclusive role in many alpine or agricultural regions of
Austria. The success of this strategy opened up particular opportunities for the formation of new heterogeneous actor networks. In
other words, it contributed to the formation of a discursive niche.
Besides selectively focusing on the regionally most attractive
aspects of energy transitions, the group also managed to relate
to very catchy ideographs (van Lente, 2000). The idea of energy
autarky or self-reliance for example is very attractive to Austrian
farmers and the term features very prominently in public debates at
all spatial scales. As far as the activists in the region are concerned,
this objective is not at all based on romantic ideas about regional
detachment. Nevertheless, it was welcomed that such connotations exist in the broader discourse. In the regional discourse, these
very general and imaginative catchwords were translated into a
set of more or less quantiable targets (see the three main objectives above) in order to render them applicable to the judgement
of certain actions and to give them trustworthy substance.
Such guiding visions share many features with political programmes. For the latter Campbell stated that the probability that a
programmatic idea will effect policy making varies in part according to the extent to which it provides clear and simple solutions
453
454
Fig. 1. The Murau Energy Vision discourse and informal network connects actors of
at least four different societal spheres.
455
population, since it also meant that the Murau Energy Vision was
to represent Austria in the competition on the European level. Such
successes further arouse the interest of the regional and specialized
press. This effect was further multiplied by the general tendency of
sharply rising interest in energy and climate issues over the last
4 years, which was experienced by some activists of the Energy
Vision as a warm shower of interest and consent.
In 2004 the initiative participated in a competition called
Energy Regions of Tomorrow which was arranged by the Federal Ministry for Transport, Innovation and Technology (BMVIT)
and among nine initiatives won a major prize. Through this
competition and by partly funding the further development of the
Murau Energy Vision within its R&D-programme Energy Systems
of Tomorrow the BMVIT gave the Murau Energy Vision and other
initiatives also at least some ofcial character. In this way, nonregional actors (the press, the federal ministry, the actors behind
the Energy Globe competition) indirectly shaped not the vision
itself but the diffusion and authority within and outside the region.
Besides the general public interest improving the prospects of
the initiative in successfully inuencing (government) decisions
on various levels were also crucial. The initiators established good
relationships with ofcers in the provincial government and the
relevant federal ministry and these expressed their support for
the initiative at various occasions. It has to be mentioned though
that this has not been materialised into any form of continuous
institutional funding or any sort of ofcial mandate.
Nevertheless, and in contrast to assumptions about the limited impact of such regional initiatives, the model of energy
regions has been almost enthusiastically embraced by some actors
at the national level. Publicly funded research programmes and
public climate change mitigation initiatives emphasise the importance of such regional initiatives for energy system change in
Austria, support the implementation of these models in other
regions and facilitate networking activities across existing energy
regions. Despite the inconsistency that such regional visions cannot be directly generalised they seem to interlink synergistically
with the dynamics of sustainable energy visions at the national
level.
3.5.2. Regional experiments functioning as proof of principle for
meso-level discourse
So, what was the effect of such Energy Regions on the transition of the energy regime? Most actors engaged at the regional
level indeed consider their activities to be closely linked to
broader, trans-regional initiatives to national and global attempts
of transforming energy systems towards more sustainability
(Energiewende) and to climate change mitigation. Consequently,
they expect their activities to be benecial not only to their individual regions economy, but to societal sustainability in general.
Consequently, they want to disseminate their model to other
regions even if this reduces attention for them as a pioneer region
and increases competition for funding. However, the longer-term
impact of such energy regions on a transition of the Austrian
energy system towards greater sustainability is not so clear. Indirect effects on the broader energy and climate change discourse
appear to be more important than the immediate achievements
and model projects at regional level. We can identify a number of
mechanisms which seem to be functional for the success of energy
regions within the broader energy regime context.
Obviously, regional targets such as a shift towards 100% renewable energy supply within less than a decade cannot be simply
generalised to the Austrian context or even transferred to urban
agglomerations or industrialised regions in Austria. Energy region
visions and targets so far have mainly been adopted in very specic
types of regions, mostly in provinces dominated by agriculture with
a low level of industrialisation and a high potential in renewable
456
2
Indeed, the major success stories of Austrian Energy Regions are found in rather
peripheral, economically deprived regions, which often correlates with the absence
of strong incumbent energy companies trying to capture provincial energy policy and systematically counteracting all regional initiatives in favour of renewable
energy sources (e.g. by strategically investing in gas networks).
3
It should be added that beyond practical reasons such a strategy is also well
embedded in the Austrian socio-cultural context with a culture of rather avoiding
open confrontation and seeking cooperation and consensus as e.g. expressed in the
institution of social partnership between labour and commerce (compare Spth et
al., 2006).
457
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