Framing Climate Change Through Social Media: A Case Study of Cloudburst Incidents

Through a disastrous cloudburst event in mid-August 2025, this article examines how social media portrays climate change in Pakistan. Particularly in catastrophe scenarios, media and social media frequently depict cloudbursts, rapid and heavy localized rainfall, in an expressive manner. Cloudburst-like circumstances, exacerbated by climate change, caused abrupt flash floods and landslides in August 2025 in several parts of Khyber Pakhtunkhwa, including Buner, Swat, Bajaur, and Shangla. Using framing theory, this study examines how Pakistani users discuss the incident on social media sites including Facebook, Twi tter, and TikTok, paying particular attention to frames related to scientific correctness, vulnerability, responsibility, and resilience. This study uses qualitative content analysis focusing on certain frames covered by social media discussions on flooding and cloudburst.