Frame competition and climate change communication

Authors
Lim Wen Bin Nigel, Loh Yi Jin Clara, Neo Hui Yan Eileen & Ong Huilin Adeline

Supervisors
Benjamin Detenber, Shirley Ho Soo Yee

Year

Abstract

This study examined complementary and competitive framing environments to distill the effects of frame direction (pro- and/or anti- positions), frame emphases (economic and/or survival frames), and the two types of frame competition on support for and attitudes toward pro-environmental behaviours (PEB) and green energy technologies (GET). Results derived from a purposive sample of university students (N = 525) suggest that frames are more effective in shifting participants’ attitudes than support — evidence of the attitude-behaviour gap. In general, complementary frames produced classic framing effects, while competitive frames produced middle ground positions, which is consistent with current literature. Findings suggest the limited ability of communication frames in competitive environments to effectively engage and drive change beyond the attitudinal level.

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http://hdl.handle.net/10356/62499