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Short abstract:

This research evaluates public documents and materials on hydrogen technologies in Beijing to understand how policy and industry actors shape the branding of hydrogen technologies in public. It informs potential factors that may influence the future diffusion and adoption of hydrogen innovations.

Long abstract:

This paper explores the branding of hydrogen technologies in Beijing, the first demonstration city cluster in China. While existing communication studies have primarily focused on the public understanding of hydrogen and its related innovations, this niche technology is still in its infancy, with the public exhibiting neutral attitudes or low awareness towards it. This paper, however, evaluates how the government and industry shape the public profile of hydrogen technologies within a broader civil society, aiming to avoid repeating the negative image associated with clean energy disasters like nuclear power. From exhibiting hydrogen vehicles at the Olympics to implementing supportive policies for the innovation and development of this alternative energy technology, Beijing leads the hydrogen industry in China with ambitions to dominate the global competition in hydrogen markets. Focusing on the hydrogen industry in Beijing, this paper employs document analysis of hydrogen policies and media coverage available to the public, complemented by interviews with hydrogen professionals. It aims to investigate how hydrogen is communicated to society by the technological communities, exploring the channels, the target audience, the prioritised thematic arguments, and the willingness of these gatekeepers to engage broader citizens in their discussions. The research takes STS lenses, including the diffusion of innovations, energy justice, and science communication, to supplement traditional strategic communication and brand concept analysis of technology businesses. It also provides non-western case studies from China for science and technology studies, tracing the path of the world's largest carbon emitter toward net zero goals.