Research Purpose: The Dogwood Alliance, a nonprofit dedicated to advancing environmental justice and climate action by mobilizing diverse voices to protect Southern forests and communities from industrial logging, engaged MEAG to conduct media analysis on the issue of wood pellet biomass. Several Southern US states have wood pellet production plants, and the environmental and health impacts of the industry are of concern to Dogwood Alliance and other advocates. The organization wished to more deeply understand the following research questions, looking specifically at the states of Georgia, Alabama, Missouri, North Carolina, South Carolina and Virginia:

• How prevalent is wood pellet biomass in coverage and discussion? What are the key contexts and themes of discourse that mentions wood pellets?
• What is the sentiment of discourse? What are the arguments for and against biomass production?
• Who are the influential people and organizations in digital media about the issue?

‍

Key Takeaways

‍

The research revealed the following key takeaways, crafted by MEAG to help Dogwood Alliance move from learnings to impact

‍

1. Wood pellet biomass is often a narrowly bounded issue, not a piece of

the larger environmental discourse. While there are rare instances where it is mentioned in a larger topical context (e.g., clean energy, biofuels, pollution sources), discourse is largely bounded to developments with biomass producers, manufacturing

facilities, and local regulatory developments. There is opportunity to draw it into wider conversations around climate change, public health, and the like.

‍

2. Discourse is notably localized, featuring local developments and local entities.

There are few observed similarities in the key events and individuals driving coverage across states in news media. The URLs shared on social media platforms tend to be from local media sources. This high level of localization may be beneficial for community organizing purposes; but there is also an opportunity to foster a more regional conversation.

‍

3. Georgia’s discourse is spotlighting environmental concerns more strongly than other states.

Across platforms and metrics, Georgia has greater focus on the environmental concerns relating to wood pellet biomass production. A case study of the success in Georgia could be a viable next step to determine advocacy and outreach efforts that can be replicated in other states. North Carolina emerges particularly on social media as the state that has the nearest level of attention to the environment as Georgia.

‍

4. Alabama’s media landscape needs the greatest support in drawing attention to environmental concerns. On those same metrics and again across platforms, Alabama has minimal attention to environmental issues associated with wood pellets. Instead, wood pellet production is primarily lauded for job creation. Stories and posts with negative sentiment are largely regarding stock drops and financial trouble for the production companies.

‍

5. The X platform has the greatest focus on environmental concerns of any of the platforms studied. Across several metrics, including most shared content and most influential authors, it is clear that environmental concerns are leading discussion of wood pellet biomass on X. Further examining that platform in particular could lend ideas about how to gain traction in other digital spaces.

‍

6. Dogwood Alliance is appearing as an influential voice on the topic. The Dogwood Alliance organization and associated individuals appear among the most mentioned entities in news data, a Dogwood Alliance petition is among the most shared content on X, and Dogwood Alliance is the singularly most mentioned author on the topic on X. Dogwood Alliance has been successful in positioning itself as a leading voice on this issue in digital discourse.

‍