Information Framework And Behavioral Subject: A Study On The Impact Of Climate Change Information On Performance And Responsibility Attribution

In the area of climate change communication, literature review shows that scholars pay much attention to media studies and audience analysis, but few studies focus on message effect, which is extremely important in theory construction of climate change communication. Specifically, previous studies did not draw a clear mechanism of how message pertaining to climate change influence audience’s perceptions, attitudes as well as behavior. Hence, this study will analyze the effect of message frame and message subjects on audience’s efficacy and attribution of responsibility. Guided by message framing theory, this study used2(gain-loss frame)2(individual/enterprise) experimental method. Results show that actors or message subjects are not able to influence audience’s efficacy and attribution of responsibility, but the gain-loss message frame can. Perceived severity is conducted as the control variable in the experiment, resulting in the ability of affecting efficacy and attribution of responsibility. Implications of the results were also discussed, especially the effectiveness for governments, media and other organizations.