Humanity inhabits a discursive landscape that stimulates our imaginations, guides and influences our behaviour, shapes our ideas of what is possible, and governs what we perceive as normal. The collective human imagination is currently dominated by a discourse of neoliberal capitalism that contributes to global sustainability challenges such as climate change and biodiversity loss by framing nature as a resource to be exploited in service of perpetual growth in economic activity. Transformation towards flourishing, sustainable futures will not be possible without the transformation of this dominant discourse. Alternative discourses exist but little is known about how to proactively and ethically pursue the transformation of dominant discourses. In response, this paper develops a conceptual framework to guide an ethical practice of meaning-making towards discursive transformation. It introduces ‘discursive entrepreneurship’, defined as the practice of creating, performing, and transforming memes, stories, narratives, and discourses to promote a desired structure of the discursive landscape. Normative strategies for discursive entrepreneurship are identified from a systematic review of recent literature on how social-ecological stories, narratives, and discourses evolve and change. The paper clarifies the often-inconsistent terminology used to define these ideational concepts, arguing for a nested relationship between discourses, narratives, stories, and memes. Further, it shows how discursive entrepreneurs can engage in iterative strategies of deconstruction, reframing, construction, performance, connection, and collaboration to increase the chances that their meanings will reach audiences, be heard by them, be retold, and perhaps contribute to the emergence of inclusive, life-affirming discourses.

人类居住在一个话语景观中，它激发我们的想象力，引导和影响我们的行为，塑造我们对可能的想法，并支配我们认为正常的事物。人类的集体想象力目前被新自由主义资本主义的话语所支配通过将自然视为一种资源，为经济活动的永久增长服务，从而加剧了全球可持续性挑战，例如气候变化和生物多样性丧失。如果没有这种主导话语的转变，就不可能向繁荣、可持续的未来转变。替代性话语存在，但对于如何主动和合乎道德地追求主导性话语的转变知之甚少。作为回应，本文开发了一个概念框架来指导意义建构的伦理实践，以实现话语转化。它引入了“话语创业”，定义为创造、表演和转化模因、故事、叙事和话语的实践，以促进话语景观的理想结构。通过对近期有关社会生态故事、叙事和话语如何演变和变化的文献的系统回顾，确定了话语创业的规范策略。这篇论文澄清了用于定义这些概念性概念的经常不一致的术语，论证了话语、叙事、故事和模因之间的嵌套关系。此外，它展示了话语企业家如何参与解构、重构、构建、表现、联系和协作的迭代策略，以增加他们的意义到达观众、被他们听到、被重述并可能有助于出现的机会包容的、肯定生命的话语。和话语演变和变化。这篇论文澄清了用于定义这些概念性概念的经常不一致的术语，论证了话语、叙事、故事和模因之间的嵌套关系。此外，它展示了话语企业家如何参与解构、重构、构建、表现、联系和协作的迭代策略，以增加他们的意义到达观众、被他们听到、被重述并可能有助于出现的机会包容的、肯定生命的话语。和话语演变和变化。这篇论文澄清了用于定义这些概念性概念的经常不一致的术语，论证了话语、叙事、故事和模因之间的嵌套关系。此外，它展示了话语企业家如何参与解构、重构、构建、表现、联系和协作的迭代策略，以增加他们的意义到达观众、被他们听到、被重述并可能有助于出现的机会包容的、肯定生命的话语。