Mobilizing environmental sentiment through the media

ABSTRACT

Recent research into the best ways to mobilize people to act on climate change suggests that careful, and relatively positive, emotional framing is critical. However, environmental non-governmental organizations (ENGOs) need to not only mobilize publics, but also attract media coverage. If the media prefers negativity or is skeptical of ENGOs’ emotive appeals, are ENGOs’ emotional frames damaging their ability to gain media attention? Quantitative sentiment analysis is used to identify emotional framing in a targeted case study of 350.org’s public press releases and their subsequent media coverage. The results suggest that appropriate emotional frames for mobilization are not necessarily detrimental to gaining media attention, and that ENGO press releases influence media coverage, when they are used. Several concrete suggestions emerge for how ENGOs might use press releases more effectively, if they seek to influence the media’s emotional tone on climate change.