ABSTRACT
This chapter focuses on how 'green lifestyle journalism' promotes the sort of depoliticised responses that Anabela Carvalho and Tarla Rai Peterson highlight, comparing examples from the BBC and the Guardian. It examines how these two news organisations have attempted to engage their audiences as potentially green consumers by offering models of 'ethical', environmentally-friendly behaviour, but in different ways. 'Ethical Man' was a running feature on BBC Two's New snight programme. The conceit of the series was that reporter Justin Rowlatt and his family would spend a year 'living ethically' by attempting to reduce their environmental impact. The ethical living experiment undertaken by the Guardian's Leo Hickman required none of the distancing contrivances of the BBC's Ethical Man, since there was no institutional need to maintain an impartial stance. The Guardian evidently felt that the campaign was a daring and dramatic departure, drawing its readers' attention to 'the risks of telling the biggest story in the world'.
