Developing Communication Strategies for Mitigating Actions Against Global Warming: Linking Framing and a Dual Processing Model

Abstract

Although there is increasing public awareness of global warming, there is a gap between such perception and relevant actions to combat the problem. In order to develop effective strategies for facilitating public actions, in this paper we draw upon framing theory and a dual processing model. Based on an experiment involving 261 participants from a large public university in Taiwan, this study found that by framing global warming as a local issue, communication messages can trigger both analytic (issue relevance) and affective (negative emotions) appraisals, which, in turn, will increase people`s intentions to take actions. This study provides important insights for government and environmental groups when designing communication campaigns on this issue.