This paper examines ‘ordinary’ people’s media communication about environmental issues. I choose the example of garden blogs. They fall under the category of topic-centered blogs; themes concerning garden/gardening are expected and communicated through narratives, comments, and images. These blogs belong to the sphere of domestic blogs that are insufficiently researched, even though they are more common than political blogs.

Based on approx. 50 Swedish and German blogs and a qualitative, difference-theoretical analysis, I want to examine how these blogs, from the angle of gardeners everyday life ‘banalities’, communicate environmentalist issues. I want to examine which frames are used in order to increase the likelihood of connecting communication, which in turn creates virtual collectives.

In result, environmental issues are mainly addressed from the topical angle of consumption and production themes by using frames of pleasure, enthusiasm and mutual agreement.