Frame Setting and Social Media Engagement: Climate Change Communication on CNN and Fox News Facebook Pages

This dissertation investigates the frame-setting process in climate change communication on Facebook, focusing on CNN and Fox News posts and user engagement from 2017 to 2024. Using a Two-Layer Directional Climate Change Framing Model, which incorporates both generic and issue-specific frames along with attitudinal direction, the study analyzes 320 posts and 6,400 comments to examine how climate narratives are constructed and interpreted across three levels of interaction. The findings show systematic differences in framing: CNN emphasized supportive, thematic, and issue-specific frames, while Fox News favored political and episodic frames with more neutral or challenging stances. Frame alignment between posts and comments was strong, though users often reinterpreted the stance. Political and value-laden content elicited higher engagement. By integrating framing theory with social media metrics, this study advances understanding of how climate discourse evolves in polarized digital environments and offers a framework for analyzing media-audience interactions on social platforms.

Grantor dc:publisher

University of Kansas

Year dc:date.issued

2025

Author dc:creator

• Ding, Hechen

Advisor dc:contributor.advisor

• Vu, Hong

• Journalism
• Climate Change Communication
• Facebook Comments
• Frame Setting
• Framing Theory
• Social Media Engagement

Statement dc:rights

• This item is protected by copyright and unless otherwise specified the copyright of this thesis/dissertation is held by the author.

Language dc:language.iso

en

Dc Identifier Other

https://www.proquest.com/LegacyDocView/DISSNUM/32168500

OAI identifier oai:identifier

oai:kuscholarworks.ku.edu:1808/36445