The Language of Sustainability Chapter 1: Framing in Sustainability Communication

This report explores the application of framing theory to sustainability communication, examining how different framing approaches can influence public perception and engagement with environmental issues. Drawing on seminal works in framing theory and recent research in sustainability communication, the report analyzes four key framing dimensions: gain vs. loss, individual vs. collective action, present vs. future, and local vs. global. For each dimension, the report discusses the characteristics, effectiveness, and potential limitations of different framing approaches, supported by relevant research findings. Key insights include the varying effectiveness of gain and loss frames for mitigation vs. adaptation strategies, the importance of balancing individual and collective responsibility, the impact of temporal framing on urgency and long-term planning, and the role of geographical scale in making issues personally relevant. The report emphasizes that effective sustainability communication often requires a nuanced approach that strategically combines different framing dimensions based on the specific environmental issue, target audience, cultural context, and communication goals. By understanding and applying these framing concepts, communicators can more effectively engage audiences and promote sustainable behaviors and policies. This nuanced approach to framing can play a crucial role in addressing complex environmental challenges and driving meaningful progress in sustainability efforts.