The ‘interpretive turn’ in policy analysis has greatly enhanced understanding of policy process dynamics. However, it has not afforded much attention to explaining the currency of novel concepts where open dispute appears absent in policy discussions. This paper seeks to address this lacuna by employing an innovative discourse analysis approach to examining the emergence of green infrastructure planning policy in the Republic of Ireland. Whereas the analysis accounts for the rhetorical force of language, it reveals that those advocating the green infrastructure concept were not passive actors in receiving a static discourse. Instead, it demonstrates that such agents actively sought to negate opposition and advance their policy objectives by exploiting the discourse's flexibility and consensus-building potential, as well as strategically identifying and employing a range of dissemination opportunities. Drawing lessons from this case, a new framework for understanding the interpretive analysis of seemingly unopposed novel policy concepts is presented.
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