Local Climate Change Messages in Oklahoma

Abstract

The uneven recognition of climate change poses a challenge for those seeking to address related impacts. Framing theory provides a lens to understand what storylines and narratives help audiences recognize climate change challenges. In this experiment, climate change messages representing local or distant frames about policy or natural disaster topics are presented to Oklahoma audiences. Values, beliefs, and town size are examined to understand how individual characteristics impact message framing effects. Findings show that local message frames result in a slight increase in risk perception, but climate change engagement and concern are not significantly impacted by the frame used. Interaction effects between frames and attitudes are minimal. Differences in climate change perceptions are higher among Oklahomans residing in metropolitan areas than those in and small towns. Findings point to a need for more holistic approaches to effectively communicate climate change challenges.