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Environmental Science

The power of framing in climate change policy communication

Quick fact

In a classic 2007 study, framing climate change as a scientific risk increased concern among liberals but decreased it among conservatives, while a 'moral responsibility' frame had the opposite effect on some groups. This shows that the same fact, framed differently, can either unite or divide audiences along ideological lines.

Why this is interesting

You've probably heard that 97% of climate scientists agree on human-caused warming, yet public opinion remains surprisingly divided. Why does the same evidence persuade some and enrage others? The answer lies in the power of framing — how a message is packaged, not just what it contains.