Document Type
Thesis
Date of Award
2026
Degree Name
Master of Science (MS)
Department
Sustainability
First Advisor
Joseph Kantenbacher
Abstract
Recycling is widely promoted in the United States as a central strategy for waste diversion and sustainable materials management, yet recycling outcomes remain inconsistent and public understanding is often fragmented. While substantial research examines recycling behavior, infrastructure, material science, and markets, less attention has been paid to how recycling itself is framed and communicated to the public. This thesis addresses that gap by examining narratives produced by recycling thought leader organizations (TLOs) in the United States. Using thematic analysis, this study analyzes publicly available recycling webpages from 99 TLOs, including state government agencies, state-level non-governmental organizations (NGOs), national and regional NGOs, and the U.S. Environmental Protection Agency. Eighteen themes were identified and coded dichotomously to assess their presence across organizations. Findings indicate that U.S. recycling communications overwhelmingly emphasize operational guidance, policy and regulation, and the recycling economy, frequently pairing instructional “how-to” language with appeals to education, collaboration, and economic or environmental benefit. In contrast, system-oriented frameworks such as Sustainable Materials Management, life cycle thinking, and the circular economy appear infrequently and are often framed in aspirational rather than operational terms. Overall, these findings suggest that dominant recycling narratives center around guidelines, policies, and benefits rather than narratives of a broader material system shaped by production, consumption, and ecological limits. This research argues that how recycling is communicated matters: prevailing narratives may inadvertently constrain public understanding of recycling’s role and limitations. By identifying which themes dominate and which remain peripheral, this thesis contributes to environmental communication scholarship and highlights opportunities for more coherent public information.
Subject Categories
Environmental Studies | Sustainability
Keywords
Circular Economy, Recycling, Sustainable Materials Management
Number of Pages
87
Publisher
University of South Dakota
Recommended Citation
Nolde, Haley, "SETTING THE RECYCLING NARRATIVE: A THEMATIC ANALYSIS OF RECYCLING WEBPAGES IN THE UNITED STATES" (2026). Dissertations and Theses. 410.
https://red.library.usd.edu/diss-thesis/410