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There is a growing acknowledgment by segments of the global population that it is becoming extremely difficult to ignore the negative production externalities of industrial processes. In this regard, the related concept of "sustainability" has been gaining traction, with use of the word rising considerably since the 1990s. The term itself has been defined in many different ways, however, the core components are becoming common knowledge: economic, environmental, and social--informally referred to as profits, planet, and people. As Borden has aptly noted: "Sustainability ideas are growing and maturing at many levels worldwide". One way that people come to know about sustainable development and its importance is through media coverage of the movement via various projects and initiatives that have been proposed on a theoretical or conceptual basis, as well as those models which have already been concretely realized. One such project established in 2015 is Dubai's "Sustainable City', the emirate's first net-zero energy working model, which received attention in the world press. This paper investigates and compares the coverage that the Sustainable City has received in the global and local media by utilizing a content analysis methodology guided by framing theory. The research joins the discussion on issues regarding how the media discuss aspects of "sustainability" and how it takes hold within a society, whether it be by grassroots or government policy. [ABSTRACT FROM AUTHOR]