Framing in Climate Change Communication and its Influence on Ideological Divides
This study examines the influence of dominant climate change communication frames on ideological divides. The research integrates a content analysis of 100 social media posts and news articles to identify dominant frames and a mixed-methods survey with 45 respondents to assess the perception of thes...
Saved in:
| Main Author: | |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Ubiquity Press
2025-05-01
|
| Series: | Glocality |
| Subjects: | |
| Online Access: | https://account.glocality.eu/index.php/up-j-g/article/view/99 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| Summary: | This study examines the influence of dominant climate change communication frames on ideological divides. The research integrates a content analysis of 100 social media posts and news articles to identify dominant frames and a mixed-methods survey with 45 respondents to assess the perception of these frames among publics from diverse ideological backgrounds. Additionally, three expert interviews were conducted to enrich the findings. Some frames, such as the Climate Policy, the Moral Duties and Climate Justice, and the Science Uncertainty and Hoax frames, emerge as more divisive, often due to moralistic or alarmist tones and politicised messaging. Others, like the Destruction of Nature and Responsibility and Accountability frames, show greater potential to transcend divides when framed through a positive lens. Overall, the main findings highlight the importance of aligning messages with audience values, avoiding blame-driven narratives, using simple and relatable language and emphasising positive, solution-oriented approaches. By illustrating how different frames resonate with diverse ideological segments, this research offers valuable insights for practitioners and academics seeking to reduce polarisation through climate communication strategies. |
|---|---|
| ISSN: | 2059-2949 |