Author(s) :

Eleanor Gil.

Volume/Issue :

Abstract :

The framing effect has been studied widely across contexts, yet it may reveal especially important insights about how people perceive climate change when presented with certain language about the issue. From a humanities lens, solving climate change requires using language that clearly connects people’s values with climate action or policies. This study investigated the effects of valence equivalency framings (positive, negative, and neutral messages) on people’s climate empathy and willingness to take climate action. Survey research was conducted on 114 participants through convenience sampling by having them answer a questionnaire. This survey randomly and evenly distributed one of three message framings to each participant, after which both qualitative and quantitative data were collected and analyzed. The results found no statistically significant difference in climate empathy or willingness to take climate action across the three framing groups. My results indicate that valence framing is not universal, and framing effects are mediated by background values, worldviews, and knowledge, or lack thereof. Therefore, instead of a valence framing, there exists greater promise within clear, relatable and value-driven messages that align with people’s values. This presents implications for areas such as the media, which have potential to mobilize widespread support for climate action.