Social Media and Environmental Activism: Framing Climate Change on Facebook by Global NGOs

Abstract

Analyzing Facebook content produced by 289 global climate nonprofits from 18 countries, this study investigates these NGOs’ framing of climate change. Of the three protest frames, diagnostic was most popular. Of the three aspects of climate change, including impact, action, and efficacy, action was used most frequently, while efficacy was the least common. Messages refer to effects at the present time. NGOs from developed countries are more likely than those from developing nations to discuss climate actions. Climate impacts are more likely to appear in these NGOs’ persuasive messages than efficacy. Theoretical and practical implications of the findings are discussed.