Abstract: The different ways that maps are framed by the media can lead to different emotional responses to the same information. Framing shapes the way in which information is presented, and frames are used by authors and designers to focus the reader’s attention in order to lead them to a particular interpretation of the information being communicated. This framing thereby shapes attitudes. In maps, frames can be invoked through both the map’s design and the text included within and surrounding the map. Framing is what allows communicators to focus their message and make particular aspects of information salient to their readers. Emotional framing, as a subset of all frames, involves conveying emotions through the message. These can have a positive or negative valence and may even convey a particular emotion. In the case of climate change, communication scholars argue that it is impossible to represent climate change information in a neutral manner without some sort of emotional framing. In addition, other risk communication literature shows that the emotional framing of a risk has impact on the behavioral response of those for whom the message is intended. This emotional framing has been noted by climate change communication researchers as being key to prompting behavioral changes like mitigation and adaptation.
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