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Ekwegbalu, Ijeoma Agnes, 2023. Social media framing : frames of different environmental non-governmental organisations in their communication on Facebook. Second cycle, A2E. Uppsala: SLU, Dept. of Urban and Rural Development

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Non-governmental organizations have been important in addressing issues related to environmental sustainability. The use of social media has provided alternative means to the organisations to reach out, communicate and interact with large number of audiences. Therefore, we need to know more about how NGOs talk about environmental problems on Facebook, the structuring of their message framing in order to achieve their goals. The purpose of this study is to identify the frames Environmental Non-Governmental Organisations (ENGOs) used during their different campaigns concerning environmental problems in their Facebook posts.

This study investigates the global Facebook pages of four world-renowned Environmental Non-Governmental Organizations; Greenpeace, Friends of the Earth, Climate Action Network and World Wide Fund for Nature. The text content of the Facebook post on environmental issues within a period of one year from May 1, 2021 – April 30, 2022 were collected, interpreted and analysed. A total of 195 posts were collected on ENGOs Facebook pages. Using frame analysis on the content, the problems, solutions, themes and overarching frames were identified. Out of the six identified frames; climate justice frame, state responsibility frame, industrial authority frame, people frame, global collaboration frame and media frame, only climate justice frame and state responsibility frame were commonly used by the ENGOs. The analysis suggests that differences exist in ENGOs communication strategies and use of frames due to the organisation’s mission statement and objectives.

Main title:Social media framing
Subtitle:frames of different environmental non-governmental organisations in their communication on Facebook
Authors:Ekwegbalu, Ijeoma Agnes
Supervisor:Rödl, Malte
Examiner:Hallgren, Lars
Volume/Sequential designation:UNSPECIFIED
Year of Publication:2023
Level and depth descriptor:Second cycle, A2E
Student's programme affiliation:NM026 Environmental communication and management - Master's programme
Supervising department:(NL, NJ) > Dept. of Urban and Rural Development
(LTJ, LTV) > Dept. of Urban and Rural Development
Keywords:Framing, Facebook, Environmental Non-Governmental Organizations (ENGOs), Greenpeace, Friends of the Earth, Climate Action Network, World Wide Fund for Nature
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Deposited On:30 Aug 2023 12:54
Metadata Last Modified:31 Aug 2023 01:03

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