Framing analysis of activist rhetoric: How the Sierra Club succeeds or fails at creating salient messages |
| |
| Institution: | 1. Department of Advertising and Public Relations, Grady College of Journalism and Mass Communication, University of Georgia, Athens, GA 30602-3018, USA;2. Department of Advertising and Public Relations, College of Communication and Information Sciences, University of Alabama, USA;1. Hubbard School of Journalism and Mass Communication, University of Minnesota, United States;2. Department of Journalism, Ball State University, United States;1. 126 Martha Miller Center, Hope College, Department of Communication, 257 Columbia Avenue, Holland, MI 49422-9000, USA;2. 236 Walter Williams Hall, School of Journalism, University of Missouri, Columbia, MO 65211-1200, USA |
| |
| Abstract: | Master and sub frames used by the Sierra Club to communicate with its members and the public were identified in Sierra Club chapter newsletters, regional and national newspapers via content analysis to identify the occurrence of message frames and sources.Frames in three areas – drilling in the Arctic National Wildlife Refuge (ANWR), coal-fired power plants (CFPP), and sprawl – were analyzed. Sprawl was the most mentioned subject in all three media. Sierra Club themes were found infrequently, suggesting the need to focus frames. But, Sierra Club frames appeared with greater frequency than competing frames. Environmental sources were the majority in the sampled articles, suggesting the opportunity for powerful framing of public opinion, with focused message frames and trained environmental spokespeople at all levels, i.e., national, regional, local.New theoretical ground for public relations scholarship is opened and findings could influence message strategies of activist and corporate or government organizations. |
| |
| Keywords: | |
| 本文献已被 ScienceDirect 等数据库收录！ |
|
