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<p>As global climate change intensifies, effective communication strategies to drive public engagement are crucial. While frame theory has yielded valuable insights, existing research often overlooks the role of influential organizations within specific socio-political contexts. This study examines how nonprofit environmental organizations communicate climate change within a region characterized by extractive industries and political conservativism. Through thematic analysis of in-depth interviews, we found that economic and scientific frames are commonly used. However, respondents identified <i>frame alignment</i>—tailoring messages to resonate with local concerns, fostering audience connection, and establishing trust networks—as key to effective engagement. This alignment enables organizations to bridge scientific imperatives with community values, navigating structural barriers to address shared concerns across environmental and socio-economic systems. Our findings suggest that static framing approaches may provide limited guidance for climate action, underscoring instead the need for adaptable, relational communication strategies. By centering on the experiences of active practitioners, our study bridges research and practice, revealing the limitations of traditional framing models and the advantages of dynamic communication approaches. We advocate for further research on framing processes to inform climate communication practices in similarly complex contexts, enhancing the practical application of frame theory to inspire climate action.</p>

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Toward adaptive climate communication and an expanded frame theory: lessons from environmental organizations

  • 期刊论文

  • 发表日期：

    2025年5月8日

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  • Madelyn Rawlyk,
  • Chelsea Willness

摘要

As global climate change intensifies, effective communication strategies to drive public engagement are crucial. While frame theory has yielded valuable insights, existing research often overlooks the role of influential organizations within specific socio-political contexts. This study examines how nonprofit environmental organizations communicate climate change within a region characterized by extractive industries and political conservativism. Through thematic analysis of in-depth interviews, we found that economic and scientific frames are commonly used. However, respondents identified frame alignment—tailoring messages to resonate with local concerns, fostering audience connection, and establishing trust networks—as key to effective engagement. This alignment enables organizations to bridge scientific imperatives with community values, navigating structural barriers to address shared concerns across environmental and socio-economic systems. Our findings suggest that static framing approaches may provide limited guidance for climate action, underscoring instead the need for adaptable, relational communication strategies. By centering on the experiences of active practitioners, our study bridges research and practice, revealing the limitations of traditional framing models and the advantages of dynamic communication approaches. We advocate for further research on framing processes to inform climate communication practices in similarly complex contexts, enhancing the practical application of frame theory to inspire climate action.