Introduction. We observe how mass media thematise Non-Conventional Renewable Energy projects [NCRE] in terms of relevance and treatment assigned to distinct sources and emerging thematic structures. Methodology. Mixed-approach content analysis of a sample of 100 Chilean digital press articles relating to NCRE, using the analytical framework of Niklas Luhmann's Social Systems Theory. Results and Discussion. The predominance of solar and wind sources goes hand in hand with a low terminological clarity, which however allows mass media to build distinct thematic structures around social systems such as economy, science, politics and law. Environmental references are less frequent and shallower, privileging its evocative aspects with maximum linkage capacity. Conclusions. Instead than observing mass media as mere transmitters of rationalities external to them, more attention should be given to their ability to create realities and representing the (human and ecological) environment.