Wood-based textile innovations in the Finnish media: A critical discourse analysis

The transition to sustainable circular bioeconomy calls for new innovations to replace environmentally harmful fossil-based products and materials. This is especially true for the fast-growing textile industry. Novel wood-based textile innovations could play a key role in the sustainability transition of the sector; however, they need to be diffused effectively throughout society in order to achieve a meaningful market share. By sharing information and shaping the attitudes of potential consumers and other stakeholders, traditional media is an important contributor in this diffusion. In this study, 132 Finnish newspaper articles focusing on wood-based textiles, published in four widely distributed national newspapers from 2019 to 2021, were analyzed utilizing critical discourse analysis. The results show that the discourses around wood-based textile innovations are, in general, positive, and their potential is recognized by many actors. The environmental and economic benefits of wood-based textile alternatives, as well as the role of Finland as a prominent innovation ecosystem is highlighted in media discourses. Critical reflections are largely missing from the discussion, and degrowth discourses to challenge our current way of consuming textiles are very limited. The study draws from the theory of innovation diffusion and the transition framework of the multi-level perspective to discuss its findings and propose recommendations. In conclusion, support and actions from all actors in the socio-technological system are required to create tangible environmental, social, and economic benefits through wood-based textile innovations.