The framing of climate change by Greenpeace Australia Pacific

In the Anglophone discursive space, there is a variety of actors, such as the public at large, media, politicians, and independent environmental organizations (e.g. Greenpeace) that are engaged in climate change communication. In particular, Greenpeace and its national branches, for example Greenpeace Australia Pacific (further – GAP), seem to utilize social networking sites (SNSs), for instance Facebook, in communicating their opinions, calls for action, and news on the issue of climate change. Currently, however, little is known about how GAP frames its climate change communication on Facebook, which is considered one of the leading SNSs worldwide. To fill the existing research gap, the article describes and discusses a qualitative study that aims at learning about how GAP’s climate change communication is framed on Facebook. This is done by means of applying a qualitative framing methodology developed by Entman (1993, 2007, 2010) to the corpus of GAP’s status updates on Facebook. The results of the qualitative framing analysis have revealed that GAP utilizes the following frames in its climate change communication on Facebook: Climate Justice, Climate Strike, Deep-Sea Mining, Extreme Weather Events, Fossil Fuel, Fossil Fuel Corporations, Green Technology, Rising Sea Levels, and Urgency. These findings are further discussed and illustrated in the article.