A Simple Intervention to Reduce Framing Effects in Perceptions of Global Climate Change

Abstract

This paper explores a technique for mitigating framing effects in perceptions of global climate change. People's opinions on issues ranging from same sex marriage and the environment to free speech and health care have been shown to be influenced by the way in which the issue is presented: the metaphors, images, and catchphrases that communicate implicit normative messages about the issue. The work described here synthesizes insights from experimental research on moderators of framing effects and sociological research on frame reflection. Based on this synthesis, this paper describes a test of a simple highlighting technique for focusing respondents' attention on the framing operating in political materials. Results suggest that this intervention not only can reduce the opinion-shaping impact of frames but may also reduce ideological polarization. Implications include a better understanding of the mechanisms by which frames operate, techniques for making frame reflection possible among political non-elites, and recommendations for strengthening environmental groups' public communication strategies.