Global Warming Campaigns in Bangkok: Framing Analysis and Campaign Effectiveness

By Teerada Chongkolrattanaporn.

Published by The International Journal of Climate Change: Impacts and Responses

Format Price
Article: Print $US10.00
Article: Electronic $US5.00

As the mediating actor of policy and action, Bangkok Metropolitan Administration (BMA), in 2007, began initiating several green campaigns targeting citizens and established a long-term plan for coping with this issue in the BMA Action Plan on Global Warming Mitigation (2007–2012). However, the public environmental behaviours have not significantly improved, as can be seen in the rising GHG emissions. Even though campaign success can be identified by quantitative assessment, the qualitative approach can help to indicate what needs to be fixed. Therefore, this research will identify and analyse the frames used in four major media campaigns in Bangkok and frames held by target audience members. The textual analysis is used with the former while survey is conducted for the latter. After comparing the results from both methods, it turned out that both the political and economic frame and the scientific frame appear more than the social and cultural frame in both data sets reflecting the meta-frames of urban dwellers. The campaigns are successful in informing, as they communicate a similar frame to what Bangkok residents have.

Keywords: Global Warming Campaign, Framing Theory, Bangkok Citizens, City Government, Climate Change Mitigation, Climate Change Adaptation

The International Journal of Climate Change: Impacts and Responses, Volume 3, Issue 4, pp.53-70. Article: Print (Spiral Bound). Article: Electronic (PDF File; 1.698MB).

Teerada Chongkolrattanaporn

PhD Candidate, Music, Media, Communication and Cultural Studies, Faculty of Arts, Macquarie University, Faculty of Communication Arts, Macquarie University, NSW, Australia and Chulalongkorn University, Sydney, Bangkok, Thailand

Teerada Chongkolrattanaporn is a PhD candidate in a co-tutelle program between Mac- quarie University, Sydney, Australia and Chulalongkorn University, Bangkok, Thailand. Chongkolrattanaporn’s dissertation focus is on environmental communication and global warming campaigns in Bangkok. After graduating with an MA in Speech and Communication Studies from San Francisco State University, California, USA in 2005, Chongkolrattanaporn started a career at Assumption University as a lecturer in the Department of Advertising at Faculty of Communication Arts. Chongkolrattanaporn began a PhD program in 2007 at the Faculty of Communication Arts, Chulalongkorn University and had completed 32 credits of PhD coursework and comprehensive exams before Chongkolrattanaporn was offered a position as a lecturer in the Department of Public Relations at Chulalongkorn University in 2009. During PhD candidature, Chongkolrattanaporn has published 2 articles in Thai and has more publications expected.

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