Saving Polar Bears in the Heartland? Using Framing Theory to Create Regional Environmental Communications
Loading...
Date
2018-06
Authors
Lewman, Hannah Hope
Journal Title
Journal ISSN
Volume Title
Publisher
University of Oregon
Abstract
Despite the overwhelming evidence for anthropogenic (human-caused) climate change, a significant portion of the American public remains unconvinced. This disconnect between scientific certainty and public skepticism calls for communications that help to increase acknowledgment of climate change and support for adaptation strategies. This thesis examines framing theory and regional target audiences as a means of creating more effective environmental communications. A study of 1,000 respondents shows how people from nine different regions of the United States answer questions about climate change after exposure to eight messages that frame climate change in different ways. This study does not reveal many significant changes in attitude after exposure to different frames, nor is there a clear way to frame climate change differently in each region of the United States. What this study does reveal is that the most effective environmental communications are ones that do not threaten the lifestyles and identities of their audiences. This article includes a discussion of best practices for creating communications that balance audiences’ two key functions: acquiring information and protecting their identities.
Description
104 pages. Presented to the School of Journalism and Communication and the Robert D. Clark Honors College in partial fulfillment of the requirements for the degree of Bachelor of Arts June 2018
Keywords
Advertising, Regional environmental communications, Framing theory, Environmental communication, Regional cultures, Target audiences, Environmental advertising, Strategic communication