This paper reviews the media discussion of the energy crisis with a focus on presentation of energy policy in Poland. The results of the research presented in the paper illustrate how the media in developing countries legitimate energy policy and the activities of politicians and other decision makers in the energy sector. The topic of environmental impact or renewable resources is hardly presented in the analysed media coverage, and information about national energy pricing is spread widely. At the same time, the nationwide mass media do not refer to the domestic sector presenting energy problems at an abstract macro social level. Instead of shaping social knowledge, and conscious of such issues as energy supply and efficiency potential in households, the media construct self-referential communication in each of the fields (politics, technology, the economy). Based on Habermas's distinction between the system and lifeworld, and the assumption that the media both construct and reproduce knowledge about the world, we have attempted to reconstruct the media discourse in the chosen area. Quantitative and qualitative analyses of Polish press allowed us to reconstruct the narrative on the subject of the energy crisis. The results could be the basis for critical revision of communication strategies in the energy sector, especially questioning the problem of its efficiency and mutual understanding between different actors. (C) 2012 Elsevier Ltd. All rights reserved.