Language use and cognition are generally underappreciated topics in alternative economics, even if effective communication is essential for social and political impact. To challenge the economic growth paradigm, the concept and term degrowth has recently been embraced by various activists and scholars. Drawing on a body of evidence from cognitive science, psychology and related fields, we argue that using the word degrowth might be disadvantageous in public communications about alternatives to growth. We begin by reviewing arguments in favor of the term. Then we outline three main counterarguments: First, degrowth has a downward orientation which triggers negative initial feelings due to the basic conceptual metaphor “up is good – down is bad”. This puts advocates of an alternative to the growth paradigm in an unfavorable starting position, given that subsequent thought will be unconsciously biased by the initial feeling. Second, more conscious reactions are likely to be negative as well because people unfamiliar with the term will (mis)interpret it as a contraction of the economy, even though it is not always meant as such. Third, degrowth repeats and possibly strengthens the growth frame and may activate undesirable frames associated with economic recessions. To conclude, we briefly discuss alternative terms and summarize key aspects to be considered for more effective communication.
This media entry was a contribution to the special session „Degrowth: A “missile word” that backfires?“ at the 5th International Degrowth Conference in Budapest in 2016.