Discourse and innovation journeys: the case of low energy housing in the UK

The paper examines the role of discourse in innovation journeys using the example of low energy housing in the UK. Discourse is shown to be influential within innovation journeys in two main ways: first, discourse unites the often disparate organisations involved in innovation, and thereby gives structure and direction to the innovation journey; second, discourse has the power to retrospectively 'reframe' the course of an innovation journey, leaving out inconsistent parts and ignoring twists and turns, so past innovation journeys are in effect reconstructed in the present. This discursive remapping of innovation journeys has implications for current and future pathways of innovation. Further, there is a two-way relationship between discourse and technology development. It is discussed how pioneering low energy housing developments have themselves become a significant part of low carbon housing discourse, acting as powerful 'storylines'.