Nisbet, M. C. (2009). Communicating climate change: Why frames matter for public engagement.

Title: Communicating Climate Change: Why Frames Matter for Public Engagement Author: Matthew C. Nisbet Date: 2009

Summary: In this article, Nisbet emphasizes the importance of framing in effectively communicating climate change to the public. Framing refers to the way information is presented, which influences how people interpret and understand the issue. The author argues that the way climate change has been traditionally framed as an environmental problem has limited public engagement and support for policy action.

Nisbet discusses various alternative frames that could be more effective in engaging diverse audiences and generating support for climate policies. These alternative frames include public health, national security, economic development, and moral or religious values. By reframing climate change to resonate with the values and concerns of different groups, communicators can make the issue more personally relevant and motivating for a wider range of individuals.

The article also highlights the importance of understanding audience segmentation, which involves identifying and tailoring messages to specific groups based on their values, beliefs, and concerns. This approach can help communicators reach diverse audiences more effectively and foster a broader public dialogue about climate change.

In conclusion, Nisbet emphasizes that effective climate communication requires understanding the power of framing and applying it strategically. By adopting diverse frames and tailoring messages to resonate with different audiences, climate communicators can enhance public engagement, promote support for policy action, and ultimately contribute to the broader societal effort to address climate change.