Influence of Media Framing on Public Perception of Climate Change

Abstract

Purpose: The objective of this study was to examine the influence of media farming on public perception of climate change. Methodology: The study adopted a desktop research methodology. Desk research refers to secondary data or that which can be collected without fieldwork. Desk research is basically involved in collecting data from existing resources hence it is often considered a low cost technique as compared to field research, as the main cost is involved in executive’s time, telephone charges and directories. Thus, the study relied on already published studies, reports and statistics. This secondary data was easily accessed through the online journals and library. Findings: The findings reveal that there exists a contextual and methodological gap relating to the influence of media farming on public perception of climate change. Preliminary empirical review revealed that media framing significantly influenced public perception of climate change by shaping how individuals understood and engaged with the issue. It found that threat-based frames dominated coverage, often leading to feelings of helplessness and disengagement. The diversity of media outlets resulted in varied framing techniques, contributing to polarized opinions and confusion. Visual imagery also played a crucial role, often reinforcing existing narratives and sometimes oversimplifying complex issues. The study highlighted the need for balanced, scientifically informed, and diverse media coverage to foster a more accurate and cohesive public understanding of climate change. Unique Contribution to Theory, Practice and Policy: The Agenda-Setting Theory, Framing Theory and Cultivation Theory may be used to anchor future studies on media framing. The study recommended advancing theoretical models to understand media framing's effects on public perception, encouraging media organizations to adopt balanced climate change coverage, and fostering collaboration between scientists and media professionals. It emphasized the need for policy guidelines to ensure accurate reporting, advocated for incorporating media literacy in education to enhance critical analysis of media messages, and suggested funding public awareness campaigns with scientifically accurate content. These recommendations aimed to improve public understanding and engagement with climate change, supporting informed decision-making and proactive climate action.