Using the right framing to mobilise people into effective action
In this step, we’ll look at how to use storytelling to mobilise people and how the way we frame the climate crisis can either encourage or discourage action.
A question of the right framing
Image attribution: Rosalind1492, CC BY 4.0.
In this conference speech, climate communications expert Dr Genevieve Guenther explains the importance of framing and explores what framings are the most effective for mobilising people into climate action.
Select the ‘Play’ button to listen to Dr Genevieve Guenther.
Audio credit: Genevieve Guenther, Founding Director of End Climate Silence and author of The Language of Climate Politics: Fossil-Fuel Propaganda and How to Fight It speaking at the Responsible Media Forum, Mirrors Or Movers Conference 2021.
Share your thoughts
In what ways can tackling the climate crisis be seen as a “conflict between people over money and power”? Consider how this relates to what you’ve learned in Week 1.Why might people be more responsive to communication that frames the climate crisis as a fight between people with fundamentally different interests, rather than as a more technical issue or an external threat where “we’re all in the same boat”?
Climate Action: Tackling the Climate Crisis for a Better World
Climate Action: Tackling the Climate Crisis for a Better World
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