Shaping the energy transition: Digital media discourse and public engagement in regional Australia

As renewable energy transitions gain momentum globally, regional communities face unique challenges and uncertainties shaped by their socio-economic context and stage of energy transition. This study investigates public discourse surrounding renewable energy in three regional Western Australian communities—Busselton (planned), Kojonup (ongoing), and Albany (completed)—to understand how local narratives evolve in response to policy, media, and community engagement. Drawing on a one-year dataset of digital media of 2049 digital media posts (Busselton = 772, Kojonup = 478, Albany = 799), we applied geospatial filtering, thematic analysis, and sentiment analysis to uncover key concerns, sentiments, and narrative triggers across each region. Across communities, discourse consistently centred on concerns regarding procedural fairness, recognition of local impacts, land use, noise and amenity, infrastructure access, and property value risk, particularly in early and mid-transition stages. Sentiment patterns varied by stage: Busselton exhibited mixed sentiment and high uncertainty during planning; Kojonup showed ambivalence, with increasing positivity when consultation, policy clarity, and benefit-sharing were emphasized; Albany displayed predominantly positive sentiment following project completion, reinforced by environmental, tourism, and cost benefits, with its Grasmere Wind Farm, operational for over two decades, contributing 80% of Albany's annual electricity needs and attracting 200,000 visitors annually. Narrative shifts were strongly shaped by consultation notices, policy announcements, construction milestones, and local media coverage. The study offers practical insights for policymakers and industry stakeholders seeking to improve trust, transparency, and tailored communication strategies in regional energy transitions.