Debating clean energy: Frames,counter frames,and audiences

In the United States, both scholars and practitioners have repeatedly emphasized the importance of “issue framing” for garnering public support for climate change policy. However, the debate frequently overlooks the importance of counter frames. For every framing attempt by advocates of climate policy, there will be a counter frame by the opponents of climate policy. How do counter frames influence the effectiveness of issue framing as a communication strategy? To answer this question, we report results from a survey experiment on a nationally representative sample of 1000 Americans on clean energy policy, a key policy issue in the public debate on climate change in the United States. Overall, we find that different combinations of positive and negative frames have remarkably little effect on support for clean energy policy. A follow-up on-line survey experiment with a convenience sample of 2000 Americans suggests that the counter frames are responsible for undermining the effects of the original frames.