From catastrophe to efficacy: a longitudinal analysis of The New York Times ’ visual and narrative climate framing on Facebook (2013–2023)

This study examines how The New York Times packaged climate-related journalism on Facebook from 2013 to 2023. Using a stratified random sample of 650 posts, the present study applies O’Neill et al.’s climate-frame typology and codes dominant frame, emotional valence, visual-asset format, and central human depiction. Chi-square tests and logistic regressions show significant temporal changes within this single outlet-platform case. Disaster and Moral/Ethics frames declined, whereas Opportunity frames increased; Political/Ideological Struggle remained stable. Standard press photography became less prevalent, while data graphics, text-overlay graphics, and other non-photographic assets became more common. Images centered on political elites declined, while those centered on affected citizens increased. These findings document a production-side shift toward more response-oriented and visually self-contained climate-post packaging, although they do not demonstrate that Facebook caused the changes, that the formats or frames improved performance, or that audiences experienced greater engagement or efficacy. This study contributes a bounded longitudinal baseline for comparative, platform-sensitive, and audience-centered climate-communication research.