‘Energy goes where attention flows’ – Cultural meanings and representations of electricity Tokyo Metro Way 2011 ( Tokyo Stories/Fumiko Ichakawa ) •How is the system changing and why? Why communication and representations? •Metaphors •Social semiotics •Technology and culture System change: Demanddriven – productiondriven. Closed technological – open communicating system. 1)Peak Shaving 2)Liberalisation 3)Renewables