Artistic Research Articles

Nature’s Wit in Motion: Eco-Consciousness in Bryson’s ‘The Lost Continent’

Travelling is an art form – a fascinating one, indeed. The human history and civilisation can be perceived as a collection of travel narratives to different places. Since antiquity, man has travelled to explore places, culture, life and his own self. This paper aims to assess Bill Bryson’s travelogue, ‘The Lost Continent’ from the ecocritical point of view. The objectives are to examine the various ways through which ecological concerns are expressed by the author in his journey through the 38 states of USA. The author’s writing style including the frequent use of wit and humour to highlight the astronomically-increasing ecological crisis makes the narrative engaging and his concerns valid. To study these objectives, this paper uses the research methodology of eco-consciousness which not only aims at creating environmental awareness among people but also considers the socio- political implications of human activities on nature and mankind.

A Brief Discussion on the Development and Inheritance of Chinese Woodblock Printing Art

Chinese woodblock printing art, as an ancient art form, carries the long history and profound cultural heritage of the Chinese nation. From the emergence of woodblock printing technology in the Tang Dynasty, to the prosperity of the Song and Yuan Dynasties, and then to the diversified development of the Ming and Qing Dynasties, woodblock printing not only witnessed the changes in Chinese society, but also reflected the aesthetic tastes and spiritual pursuits of people in different historical periods. Since modern times, woodblock prints have continuously integrated new artistic concepts and techniques while inheriting tradition, showcasing a unique style of the times. However, in the era of globalization and modernization, this traditional art form faces challenges in inheritance and innovation.

Impact of Social Environment on Cognitive Abilities and Learning Outcomes in Bugis Bridal Make-Up Training

Bugis bridal make-up is a traditional art form requiring specialized training to master its intricate techniques. Understanding the factors that influence learning outcomes in this field is crucial. Cognitive abilities and the social environment play significant roles in educational success, yet their impact on Bugis bridal make-up training remains underexplored. This study aims to examine the impact of the social environment on cognitive abilities and learning outcomes in Bugis bridal make-up training. A mixed-methods approach was utilized, involving quantitative surveys and qualitative interviews with 150 trainees from various training centers. Data were collected on participants' cognitive abilities, perceived social support, and learning outcomes. Statistical analyses were conducted to identify significant relationships, and thematic analysis was used to interpret qualitative data. The findings reveal a positive correlation between a supportive social environment and enhanced cognitive abilities, which in turn significantly improve learning outcomes in Bugis bridal make-up training. Trainees who reported higher levels of social support demonstrated better cognitive performance and achieved higher proficiency in make-up skills

Directions of the activities of Ukrainian conductors in the 20th century through the prism of art projects

Statement of the problem. The art of conducting is one of the most important aspects of musical culture, which largely affects the development and popularization of musical art as a whole. The 20th century was a period of experimentation and innovation in musical art, when conductors were looking for new forms of expression and new ways of interacting with the audience. Many conductors dedicated their activities to the performance of works of Ukrainian composers, which contributed to their popularization both in Ukraine and abroad. They created programs that included both classical works and modern compositions, thereby enriching the cultural palette of the country. In addition, conductors often initiated the creation of new music groups and festivals, which contributed to the development of the musical infrastructure. Studying the artistic projects of conductors helps to understand exactly how the musical culture of Ukraine was formed and developed, what were the main trends and directions of this development. Thus, the study of the directions of project activities of conductors of Ukraine in the 20th century is important not only for understanding the history of musical culture, but also for its further development. Recent research and publications. The works of Viacheslav Boikо, Anatolii Martyniuk, Dmytro Mazur, Tetiana Potapchuk, Oleksandr Horbenko, Viktoriia Tkachenko, Mykhailo Burban and others are devoted to studing the various issues of the Ukrainian conductors’ activities. Existing studies focus on professional skill, methodical work and individual qualities of conductors, the main emphasis is on individual creativity. Therefore, there is a need to study the activities of Ukrainian conductors of the 20th century in the context of their artistic projects, analysis of the direction and content of the latter. Objectives, methods, and novelty of the research. The purpose of the study is the systematization of the project activities of Ukrainian conductors of the 20th century. The novelty of the study consists in the considering the evolution of the Ukrainian conductors’ activity in the 20th century, the identification of certain directions as a set of artistic projects, and its general assessment from the standpoint of the modern scientific discourse of art history. A complex of general and specific scientific methods is aimed at revealing the research topic, namely: historiographical, biographical, sociocultural, comparative, systemic; materials that were not previously introduced into scientific circulation were used, which allows for a deeper understanding the specifics and scope of the activity of Ukrainian conductors in the considered historical period. Research results. Changes in political regimes, wars, revolutions and other historical events of the 20th century significantly affected the activities of musicians and cultural institutions. The leading Ukrainian conductors, whose creative activity falls on this historical period are Ya. Barnych, L. Brahinsky, H. Veriovka, V. Verkhovynets, I. Vilensky, N. Horodovenko, P. Hrechanichenko, H. Davydovsky, P. Demutsky, V. Yorish, I. Karabyts, M. Kolessa, V. Komarenko, A. Kryvokhyzha, M. Kushch, B. Levitsky, B. Liatoshynsky, I. Maichyk, M. Malko, V. Minko, V. Mishchenko, P. Myloslavsky, A. Pashkevych, K. Pihrov, M. Pokrovsky, F. Popadych, Y. Pribik, M. Radzievsky, B. Svitlichny, E. Skrypchynska, I. Sliota, V. Smekalin, Ya. Stepovy, K. Stetsenko, Ye. Shechtman. As key figures in the musical world, they not only adapted to these changes, but also actively influenced educational and sociocultural processes thanks to their creative activity. Project activity in the field of music in the 20th century was characterized by several key aspects. Among them are the selection of the repertoire (popularization of classical music, assimilation of new genres, such as jazz and pop music, new directions of international importance), directing and theatricalization of opera and ballet productions, organization of musical groups (folk choirs, folk song ensembles and dance, jazz and pop music orchestras), performance activities and organization of concert tours (planning, management). Only in the second half of the 20th century this activity reached its full development and all its components began to be fully realized. Conclusion. The conclusions indicate the dynamics of the development of conductors’ project activity in the 20th century in connection with the expansion of the musical repertoire, the differentiation of musical genres, the cooperation of conductors with composers, experiments with media projects and technologies, the study of musical heritage, artistic initiatives, the management of opera productions, etc. It was noted that the conductors contributed to the development of musical education and the popularization of Ukrainian music through their participation in artistic projects. Thus, in the 20th century, the conducting art evolved reflecting the needs and requirements of the modern musical world. The globalization of the century contributed to the intensive development and expansion of conductors’ capabilities in creating innovative artistic projects that combined music with other forms of art, contributing to the understanding and deepening of musical impressions of the audience and opening new perspectives for the development of musical culture.

Supporting staff wellbeing in healthcare settings through multi-levelled creative psychological intervention – a feasibility study

ABSTRACT Background There is growing evidence that the arts and arts-based therapies can support the wellbeing of healthcare workers. However, there are few large trials, limiting the use of such therapies in routine practice. Aim To establish the feasibility of introducing a multi-levelled, evidence-based creative psychological intervention delivered by qualified arts psychotherapists and targeting the wellbeing of NHS clinical staff. Methods This is a feasibility study with pre/post mixed methods design, the first to explore the value of an evidence-based, multi-levelled creative psychological package targeting the diverse needs of clinical staff within different healthcare settings. The intervention wasadapted from a 12-session group therapy titled Arts for the Blues into a three-level package that included: (i) one-off drop-in sessions to release tension, (ii) workshops for staff development, (iii) group sessions for psychological support. It was delivered by qualified arts psychotherapists (i.e., art, drama and dance movement psychotherapists) and used brief evaluation forms, arts-based data and standardised outcome measures to establish acceptability. Results Findings indicate difficulties with recruitment, but the 49 participants placed high value on the different levels offered. All the outcome measures used identified positive change and indicated medium to large effects of the multi-levelled intervention on improvement of wellbeing and resilience, as well as reduction of distress, anxiety, depression and trauma. Conclusions Although the small sample does not allow the generalisation of results, the study suggests that this multi-levelled creative psychological intervention offers acceptable support. Implications for practice/policy/research Further research is needed to establish the effectiveness of this intervention with specific teams of professionals. However, the diverse options proposed in this intervention need to be considered further for routine practice, expanding on current job descriptions for art psychotherapists. Plain-language summary Pressures on healthcare services mean that healthcare workers need support for their wellbeing. It is possible that the arts and arts therapies can offer this support, but we need to conduct more research to be certain. In this study we wanted to see if clinical staff working in health services liked a new creative intervention we developed based on our review of the research literature. We modified this intervention from the Arts for the Blues model, a 12-session group therapy that uses a mixture of different artistic forms. We used this new model to support the wellbeing of clinical staff in a large hospital in the North West of England. We did this in three different ways: Creative activities for the whole organisation to release tension (up to 30 min) Creative psychoeducational workshops with teams for staff development (up to 4 h) Creative psychotherapy sessions with individuals in a group for psychological support (up to 18 h). Arts psychotherapists, including art psychotherapists, designed the content of this work and facilitated their delivery. We collected information from 49 clinical staff before and after each of these activities through questionnaires and a brief evaluation form. Although clinical staff were very busy, they liked the different options of the intervention and their wellbeing scores improved. We need to do further research with a larger number of participants. However, the findings so far show that art psychotherapists can work not only with patients, but also with other healthcare workers to improve their wellbeing.

Glass in fine art: Contemporary approaches in the 21st century in the Portuguese panorama

Art glass is a pioneering form of art that is open to investigations and distinct applications. The technological developments in science combined with novel esthetic concepts allow new artistic interpretations of this material that can be transparent, translucid, crystal, and opaque. Glass is an art material prevalent in Portugal territory, which has been historically connected particularly with glassblowing and stained glass. Many Portuguese artists are now integrating glass into the conception of their art pieces. This article aims to present the panorama of Portuguese contemporary glass and the importance of education programs that have emerged in the past years contributing to the increase of artists working with glass as a fine art material. Research conducted in universities, as well as numerous synergistic projects, also represents key factors leading to the increased convergence between art, science, and the production of original materials. This paper also presents works from young-generation artists, projects, and events.

Celebrating Violence

This paper is an attempt to probe into depiction of violence and death in the classical Sanskrit drama, especially in its avatar as Kūṭiyāṭṭam, a living performative tradition related to the temple theatre of Kerala. Stage depictions of terrible scenes of violence, and death as the culmination of it, will be examined here in the context of semiotics by including in its ramifications costume, colour scheme, tonal features and acting. The paper will first review the attitude of the Nāṭyaśāstra to presenting darker side of life on the stage and then turn to issues related to portrayal of violence and death in Kūṭiyāṭṭam. It will also take the opportunity to briefly touch upon other classical performative art forms, like Kathakaḷi, which are based on epic and Purāṇic themes, and are noted for their prominent portrayal of violence on stage.

Role of Learning Management Systems for Music Education

This article gives an insight into how the technology of learning management system (LMS) is implemented in the process of teaching and learning the traditional performing art form like the Hindustānī classical music, Khayāl. Khayāl is an evolved form of music that encompasses intricate elements of improvisation. The lack of standardisation in the existing teaching systems poses a challenge to bring this genre of classical music to a common platform with the purpose of institutionalisation. Besides this, the world has gone through a technological revolution with the use of the internet in different walks of life including education. While the adaptation to the changing world has been possible with many individuals and organisations teaching online, it is important at this juncture to examine the quality and effectiveness of the distance learning online format used in music. This study is carried out by choosing, as a model, the Shankar Mahadevan Academy, a pioneer institution in the field of imparting Indian classical music education mainly online, through their SeekLMS platform and an overview of what the LMS platform brings forth to aid the learning of music.

Financial and digital financial literacy through social media use towards financial inclusion among batik small enterprises in Indonesia

Batik, an Indonesian textile art form, holds immense economic and cultural importance. Small and medium enterprises (SMEs) specialising in batik play a crucial role in Indonesia's economic growth and cultural preservation, contributing significantly to the gross domestic product (GDP) and preserving the nation's heritage. Nevertheless, these enterprises face several challenges, such as slow growth and limited access to credit. The batik industry also lags in financial literacy and the adoption of digital marketing strategies, hindering its development. This quantitative study aims to investigate the relationship between financial literacy, digital financial literacy, and financial inclusion in batik SMEs and also examined the moderating effect of online social networks. A survey was conducted involving 535 managers, owners, and financial officers of small batik enterprises. Subsequently, the SmartPLS statistical analysis method was employed for data analysis. The results demonstrate that financial literacy and digital financial literacy play a significant role in accessing financial inclusion for batik small enterprises. Moreover, the utilisation of social media was found to moderate these relationships, amplifying the impact of financial and digital literacy on financial inclusion. The findings contribute to the existing knowledge, provide insights for enhancing batik small enterprises, and propose a digital financial model to promote financial inclusion.

An Examination of the Original Knowledge and Inheritance of Putu Xian Opera Among Putian Citizens

The purpose of this study is to investigate how the age and educational level of Putian citizens affect their attitudes towards the original perception and transmission of Putu Xian opera. Putu Xian Opera, with its distinct art form and rich cultural legacy, holds a significant place in the history of Chinese opera as one of the first batch of national intangible cultural heritages in China. The original preservation and transmission of Putu Xian Opera are vital to Putian inhabitants, as Putian is the cradle of this traditional art form. According to the findings of an extensive survey of Putian residents, the age group of 46 55 has the largest proportion of citizens, followed by that of 36 45. Regarding the awareness and transmission of Putu Xian opera, citizens between the ages of 26 and 35 and 18 and 25 have the most positive opinions, whilst those under the age of 18 and those 56 and older have the lowest awareness. The survey population is somewhat more male than female, with a more balanced ratio of male to female. The data does not indicate any discernible variations in opinions regarding the understanding and legacy of Putu Xian Opera. The respondents greatest degree of education was a bachelor s degree (23.2%), which was followed by secondary or high school (23%), specialty or college (22.2%), and high school (22%). The group places greater value on preserving the unique qualities of Putu Xian opera and fostering a positive outlook on its dissemination the more educated they are. Research indicates that individuals with higher levels of education have a stronger feeling of responsibility and initiative towards the preservation of cultural heritage. They are also better able to strike a balance between tradition and modernity, which helps to effectively preserve and advance Putu Xian Opera. In addition, this study highlights the critical role that people educational attainment plays in the preservation of intangible cultural assets and offers insightful experience and theoretical references for the preservation and transmission of traditional culture in other countries.

Inspirations, techniques and institutionality. Animation in Józef Robakowski’s experimental oeuvre

Józef Robakowski’s cinematic oeuvre functions mainly as an experimental form of audiovisual art exhibited in gallery spaces. In his avant-garde activities this intermedia artist, associated with the Film Form Workshop, often used techniques of animated film, as is evidenced by the author’s textual analysis of the films: Market (1970), Test 1 (1971), Test II (1971), Dynamic Rectangle (1971), 22x (1971), Impulsator (2000), Impulsator VI (2001), Attention Light! (2004). The analysis focuses on the techniques used by Robakowski as well as his potential or explicit inspirations. Creating experimental animations, often in the spirit of “pure film”, the avant-gardist has been appropriated by other scholarly disciplines such as art history or new media. The aim of this article is to include Józef Robakowski in the discourse of film studies: to demonstrate his stance as an animator over the course of his artistic work to date, but above all to place him in the history of Polish animated film.

The role of public art has changed in recent times: a study

Public art which falls under the institutional category of visual arts primarily focuses on audience engagement and public representation. Additionally, there are other types of art in public settings that are designed for audience participation. The term Public Art means to those works of art commissioned and sponsored, monuments, memorials, and civic statues and sculpture installed in physical public domain by the Government and agencies and organization, which are especially significant within the Art World. The term is sometimes also applied to include and art which is exhibited in a public space these public art are basically symbolic, imaginary and illustrative representation on the Historical, political and cultural and civic values of the state. While speaking of public sculptures we often speak in terms of its artistic identity i.e. we always look at it and recognize merely as a piece of art only. We cannot undermine its importance in day to day social, cultural and political life. The presence of these pieces of art in any society holds a cultural recognition of that particular society. These are like the index or contents of a book that are sufficient enough to explain the entire subject matter. These public sculptures have become a part and partial of our day to day life. Since the colonial times to the modern era, in India, public art has undergone numerous changes. The institutions of public art and the public realm, media, genres, and forms of public art have all changed over time. Since the last two decades, site-specificity, public engagement, and process-based activities have been the main focuses of art in public spaces. Two types of public space can be distinguished. The first is the actual public space as a location, site, piece or thing. The second is the discursive public space, which is an abstract/conceptual area created briefly as a result of private individuals coming together to talk about or share important and light-hearted subjects. According to Habermas, this discursive space is the public sphere, which includes gatherings and encounters of people in public places like coffee shops, streets, community centers, and parks.

Recollecting the History of Mysore Ganjifa: An Art Historical Perspective

Vijayanagara Empire becomes one of the best examples for understanding the development of different art forms in southern region of India. Vijayanagara Empire is not just known for its supremacy in administration and political and economic power but also the empire shares its contribution in the field of art and culture. This research paper is an attempt to know how Vijayanagara becomes the root cause for different art forms or style of paintings such as Surpur style paintings, Tanjavur paintings, traditional Mysore painting, Ganjifa art etc. during the period of its reign. It is necessary to trace out the legacy of these paintings till present day and condition of these forms of paintings till date. This paper specially tries to emphasis on Ganjifa art form. Since Ganjifa art form is losing its historical values as generations are passing, not much artists are trained or specialized in this art form today. The Mysore Ganjifa takes an interesting visual forms and visual language. It is necessary to archive the traditions style of Ganjifa art form and its history since it is in its fading stage. Though Mysore Ganjifa emerged under the shelter of Vijayanagara empire, this art form was further patronized by the Mysore Wodeyars. Different themes were narrated through paintings in miniature forms, having influence of other art forms on Mysore Ganjifa in terms of visual language, this paper attempts to trace out the influence that Mysore Ganjifa encountered and how it is different from other art form which took shape during the Vijayanagara period. Therefore, this paper focus to archive the traditional and stylistically characteristics of Mysore Ganjifa and know its present-day position as an art form in Mysore.

Социологически поглед към автономията на изкуството

The autonomy of art does not mean that from the Renaissance onwards there was a period in which art depended only on itself and on nothing else. Artists did break away from the traditional spheres of mythology, religion, and courtly canons, but they consistently and explicitly inscribed their works within the freer and broader objective structures of social communication, from immediate interpersonal communication all the way to the various forms of mass communication. Art takes on a new, completely free publicity that emphasizes the highly marketable and communicative character of the artwork and the mass character of its audience. Under the influence and support of different and even contradictory audiences, art is constantly changing its artistic form and social meaning. Considered in this way, autonomy represents a constantly changing form of socialization of art that also reaches very high, unique, and autonomous degrees of individualization of the artistic process. Within this process, the artist is now more subject to norms and rules that he freely and unconstrainedly chooses for himself and which he imposes on his imagination. But the specific characteristics of this free art must also be seen and understood as internal ciphers of a hidden external social context.

A study on the portrayal of mythological hybrid forms in modern Indian art

Indian hybrid mythology, its historical context, its cultural connotations, and the ways in which Indian artists depict anthropomorphism in their works of Indian art and culture. Through an analysis of the artists' histories, ideologies, and methods, our research reveals how they have balanced innovation with tradition in their works. It demonstrates how artists use cultural themes, mythology, and folklore as inspiration to depict the intricacies of identity in society. The dissertation explores the impact of Indian hybrid forms and how they subvert societal norms that balance modernity and heritage in our culture. The research provides a thorough understanding of the rich Indian form and its significance on the international form arena by examining the techniques and symbols utilized by for designers and delving deeply into difficulties. In general, this study advances knowledge about hybrid form, its variety in India, and its relevance in the contemporary art scene.

Inter-Art Dynamics of Kalapremi’s Artworks: A Critique of Contemporary Nepali Arts

The 'inter-art' refers to an artwork that is composed of more than one art form of the visual arts, such as sculpture, painting, video art, photography, ceramics, installation, performance, etc., showing the relationship between them. This study reveals the idea of inter-art relationships in the works of Gopal Kalapremi Shrestha, widely known as ‘Kalapremi’. The main objective of this paper is to explore the inter-art dynamics of Kalapremi’s artworks. The paper also aims to identify the key art genres in the creations of Kalapremi and to discuss the underlying meaning of his style. The paper reveals the importance of having multiple skills and techniques for an artist in today's contemporary art contexts. The effect of the inter-art relationship shows the dynamism, progressiveness, limitlessness, and unconventionality of an individual art practice. It mainly focuses on the inter-art relationship as a major tool to analyze creativity.

Representasi Budaya dan Profil Pelajar Pancasila di Buku Pelajaran Bahasa Indonesia Kelas VII

This study aims to (1) describe the representation of culture in Indonesian textbooks grade VII, (2) describe the representation of Pancasila student profile in Indonesian textbooks grade VII. This research is a qualitative research and uses case study method with content analysis approach. The data source of this research is the seventh grade Indonesian textbook. The sampling technique was done by purposive sampling. Data collection was done by document analysis. The data validity test technique used was data source triangulation. The results of this study are, in the seventh grade Indonesian textbooks, cultural representations are found to be described through Koentjaraningrat's cultural elements in the form of language, technological systems, livelihood systems, social organization, knowledge systems, religious systems, and arts. Second, in the seventh grade Indonesian textbook, there is a representation of the Pancasila student profile which is divided into six dimensions, namely faith, fear of God Almighty; and noble character; global diversity; mutual cooperation; independent; critical reasoning; and creative. In the discussion, the six dimensions are then further divided based on the existing key elements

Restored Behaviour and the Formation of Ethnic Identity: Critiquing the Rai Youths’ Sakela

This paper examines four YouTube videos on Sakela, a dance performance of the Rai community, in two major contexts: enormous shifts and deviations in the performances of youths and the signature of unique ethnic identity. Sakela in its primitive art form of Rai culture has a ritual connection with the transcendent forces for human health and agriculture. However, there have been many deviations and changes in its highly contextualized aesthetic manifestations like festive performances, ceremonial presentations, recreational activities, political demonstrations or urban, and diasporic discourses. Against this backdrop, the paper addresses the primary questions of why these performances recur in different forms and what role the restoration of behaviour plays in forming the ethnic identity. The study approaches these questions with the objectives of analyzing the restored behaviour in the Rai youths’ Sakela and identifying the performances as preserving the signature of ethnic identity. The examination of primary data in the qualitative study includes the analysis of selected YouTube video contents comprising Sakela performances, using the content analysis method. Primary data are selected to quantify the phenomena of Rai youths’ restored behaviours in Sakela dance, their cultural meanings, and their relationships to ethnic identity. To validate the collected data, the study draws theoretical insights from Richard Schechner’s theory of restored behaviour. Schechner's theory promulgates that people are always performing anew out of old in a continual rehearsal. The behaviour is replicated and thus performances gradually emerge. Such behaviors ranging from small gestures to ritualistic performances become part of lives but they are no longer sticking to the original source. Pursuant to this conceptual framework, the paper argues that Rai youths’ Sakela demonstrates the signs of restored behaviour, the symbolic and coded aspects of their culture. It also posits that embodied ethnic traits evident in the performance ensure the persistence of membership in their community. Thus, Sakela continues to be the signature of ethnic belief system and unique identity in the lives of Rai youths. In all its aspects of the repetition of never the same, the embodiment of ethnic identity keeps on sticking to youths’ Sakela.

Enhancing Student Motivation and Creativity through Cinematic Education Workshops

Cinematic art, as one of the most diverse art forms, underscores the importance of integrating motivation and creativity into the educational process. Since the absence of motivation can complicate even the simplest tasks, understanding how to effectively apply motivation within the educational environment is essential. Intrinsic and extrinsic motivation are not necessarily in conflict; they can coexist and interact, producing favourable outcomes in the teaching and learning process. Recognizing these facts, it becomes crucial to incorporate game-based and playful elements into cinematic educational workshops to stimulate student’s creativity. Practical exercises including such initiatives play a significant role in enhancing children’s imagination. Therefore, this study explores the realm of film pedagogy, with a specific emphasis on the power of fostering creativity and motivation.

Sustainability Strategic Framing in Corporate Communication: Contextual Semantics of Twitter in the Energy Sector

Sustainability has become the prevailing paradigm, a model of conduct, and a central theme in social and media discourses within the past decade. However, it is still a marginal development concept in the interdisciplinary research field dealing with sustainability communication, especially with meaning-making processes in relevant communicative, for example, in corporate and industry contexts. This paper focuses on how the idea of sustainability is framed, anchored, and disseminated in energy companies' communication via social media channels and how the linguistic methods used by energy corporations concerning sustainability co -create theirsymbolic value. Specifically, this study has aimed to understand how the sustainability topic was discussed in the Twitter sphere of the most prominent energy companies in 2020. This study makes a three -fold contribution to sustainable research and practice. First, the study identifies the framing structure of sustainability content in social media communication in the energy sector. Secondly, the study identifies social media data as a viable source of sustainability conceptualization and its understanding through communication. Finally, this study illustrates how text mining and natural language processing (NLP) can be used as a research method for managing big text data and a tool for discovering latent communication structures. Sustainability is present and visible in the communication of the energy industry identified by (1) the semantic construction of phrases in communication that show a future, green, and clean orientation, but it is also strongly declarative, referring to what will be and can be done, and with positive emotions related to the communicated messages; and (2) decoupling from climate change and thus avoiding the industry's responsibility for the impact of global warming but promising clean, sustainable energy transformation and to avoid negative emotional connotation. However, one gets the impression that it takes on the character of a rhetorical art form related to the concept of decorum. In this view, the idea of sustainability is interpreted and shaped through the needs of the industry and as a rhetorical tool in building a positive narrative about companies and is used to gain legitimacy.