Interaction of individual framing and political orientation in guiding climate change risk perception

Abstract

There is a general agreement that climate change is a potential hazard threatening the global village. An appropriate level of risk perception should be a critical issue in coping with the global environmental risk. We examined the determinants of the level of climate change risk perception. In particular, we examined if individual framing of climate change interacts with political orientation in guiding climate change risk perception. The main effect of the two factors was also investigated. A nationwide online survey (N = 592) was conducted in South Korea by a professional survey agent. When self-efficacy, trust, and other demographics were controlled for, multiple regression analyses revealed that those focusing on what is happening (diagnostic framing) rather than what-to-do (prognostic framing) had higher risk perception. More importantly, only conservatives showed significantly different levels of risk perception according to their framing of the issue. Conservatives inclined to diagnostic framing showed higher risk perception than conservatives favoring prognostic framing. This difference disappeared when it comes to South Korean liberals, indicating an interaction between individual framing and political orientation. The significance of investigating individual framing, not media framing, and their interaction with political orientation are discussed.