The technological fix as a frame in media debates about tailpipe emissions

Numerous studies of vehicle emission control policies suggest that, in many cases, technology and “technological optimism” shaped the policy process. This study contributes to this literature by content analyzing national media discourse on motor vehicle emissions from 2000 to 2008. We employ the social constructionism and policy design framework to identify problem definitions, policy solutions and policy actors in the media discourse and to deconstruct the role of technology in public debate about vehicle emissions. Our analysis indicates that tailpipe emissions are defined either as a public health or environmental issue, but in either case, ‘technological fixes’ are the most prominent solution promoted by policy actors in the media. The nature of the media debate conflicts with a growing consensus among transportation planners and the public that meaningful, additional reductions in vehicle emissions will require changes in individual travel behavior and transportation planning in addition to advances in technology.