One or Many? The Influence of Episodic and Thematic Climate Change Frames on Policy Preferences and Individual Behavior Change

Abstract

Drawing from framing theory, this study examines how describing the impact of climate change on polar bears with an episodic or thematic frame may affect predispositions for individual behavior change and support for policies to address climate change. The study finds that participants exposed to a thematic frame had more support for policies that address climate change than participants exposed to an episodic frame. There was no framing effect for predispositions for individual behavior change. Implications for communicating climate change to the general public are discussed.