Abstract

In his Ecolinguistics, Stibbe (2020) declares the story of economic growth (the continuous increase in production and consumption) as the ‘master narrative’ that is at the same time the most harmful story we live by. This paper explains where this story of growth comes from and describes how it supplants or suppresses alternatives, such as stories of thrift and sharing. By connecting the biosemiotic model of Funktionskreis (e.g. Uexküll, 1920) as “the primary mechanism of meaning making” (Kull 2020) to cognitive linguistics (e.g. Lakoff, 2009) and critical discourse analysis (e.g. van Leeuwen, 2018), this paper explores how stories of thrift and sharing can be turned into activism that seeks to reframe waste as surplus that can be shared; but they can also hide the old business models of the master narrative. Stories of sharing are often erased to protect corporate interests. Narratives of sharing can be duplicitous, especially in the context of the ‘sharing economy’. Attempts at reframing resources and energy as common wealth owned by everyone are squelched by the master narrative in contexts like resource and energy distribution. Can the new story of shrinking and degrowth become a new alternative to the master narrative and promote new decelerated semiotic habits (Maran, 2023) for a more fulfilling life with less (e.g. Herrmann 2022)?