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Multimodally framing climate change on Instagram: A case study on the @cnnclimate account
Jönköping University, School of Education and Communication, HLK, Media and Communication Studies.
2020 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Sustainable development
Sustainable Development
Abstract [en]

Climate change is one of the biggest societal challenges of modern times and an elusive issue, that can be viewed from multiple perspectives. This thesis discusses climate change from a communication standpoint, drawing primarily from multimodal framing theory, as well as social problems theory and the discussion of the symbolic power of media. Due to the perceived lack of communication research on multimodally framing climate change on social media, this study explores how the Instagram account @cnnclimate discusses the issue. Through applying a qualitative and abductive approach, the analysis identified five main themes or frameworks observable in the feed content of the account. Overall, it is noticeable that @cnnclimate makes prominent use of scientific findings to tackle climate change discourse. Furthermore, the account primarily uses stock images to support the respective scientific findings instead of documenting the realities of climate change. Additionally, there are several scientists quoted in the corresponding posts which, once again, contribute to the scientific perspective on the topic. Whereas the account mentions multiple topics that are linked to climate change processes, @cnnclimate does not highlight the actual human impact on climate change and, thus, does not discuss responsibility extensively. Finally, the account does tackle the aspect of economic sustainability by presenting the sustainability efforts of several economic players. Considering the abductive approach, it has become apparent that the framing dimensions, as proposed by Entman (1993) are strongly connected to the respective themes. However, it also becomes visible that the dimension of causality seems to be less present. Finally, the findings are put into a bigger context, considering the role of CNN as a media organization in the controversial climate change discourse in the United States. The conclusion, furthermore, includes several implications for future research.

Place, publisher, year, edition, pages
2020. , p. 46
Keywords [en]
Climate Change Communication, Social Media, Science Communication, Multimodal Framing, Framing Theory, Instagram
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:hj:diva-50191ISRN: JU-HLK-MKA-2-20200326OAI: oai:DiVA.org:hj-50191DiVA, id: diva2:1457659
Subject / course
HLK, Media and Communication Studies
Supervisors
Examiners
Available from: 2020-08-12 Created: 2020-08-12 Last updated: 2020-08-12Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
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