Renewing the Energy Debate: How Campaign Framing Influences Environmental Attitudes

Abstract

Public opinion is an increasingly powerful source that shapes the world around us, particularly in a democracy. Therefore, it is critical that the public is informed and educated about current events and issues to make informed decisions. The technique of framing can influence people’s attitudes toward the environment, energy sustainability, and willingness to take pro-environmental action. In this paper, I examine how framing effects can shape public opinion on the environment, with a focus on renewable energy. How does framing affect environmental attitudes? How does framing affect hypothetical candidates' support? Using an experimental survey, I tested three framing conditions (economic, moral, and social) carefully crafted from keywords/phrases from the 2020 Democratic and Republican Party Platforms. The most effective way to discuss the environment is through an economic frame. In comparison, when discussing the environment in a political or electoral context, a social frame had the most effect. This study suggests that business leaders, activists, or community organizations should consider using an economic frame when addressing the environment. While a social frame would be most effective in an electoral or political context.