This report details the results of an experimental survey of more than 7,000 registered U.S. voters that explores the extent to which values-based messages and explanatory statements affect attitudes about climate and ocean change and support for relevant policies. The experiment demonstrates the power of the values of Protection and Responsible Management to move attitudes and policy opinions about these issues in productive directions, and describes how the value of Protection is particularly powerful when paired with discussions of the human health impacts of climate change. The report also finds that Explanatory Chains—clear causal descriptions of the processes that connect determinants to outcomes—increase the effectiveness of messages.
Six ways to change hearts and minds about climate change
This framing guide outlines six tips to frame climate change to improve public understanding and inspire action. The guide translates research into practice, connecting a broad body of research to...
Reframing Farming: Strategies for expanding thinking about agriculture
As most of us now lack personal experience with farming, we also lack ways to understand what farming involves, who it involves, what is required to stay in business, and how it affects our...
Understanding the Conversation about Farming: An Analysis of Media and Field Communications
The news media are one source of information about farming that has a powerful effect on what the public hears, thinks, and understands about the issue. Understanding patterns in media framing...