Which climate change message was most likely to stir supportive emotions?

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Communication researchers and practitioners have suggested that framing climate change in terms of public health or national security could make it more personally relevant and emotionally engaging to people who are disengaged from or dismissive of the issue.

To test these assumptions, researchers used a nationally representative online survey of 1,127 U.S. residents conducted in December 2010. Participants from six previously identified climate change audience segments were randomly assigned to one of three experimental conditions. They read differently framed news articles about climate change, emphasizing risks to the environment, public health, or national security, as well as the benefits of mitigation and adaptation actions.

Across audience segments, the public health focus was most likely to elicit emotional reactions consistent with support for climate change mitigation and adaptation. The findings also suggested that the national security frame might backfire among audience segments already doubtful or dismissive of the issue, eliciting unintended feelings of anger.