Semester Award Granted
Spring 2025
Submission Date
May 2025
Document Type
Thesis
Degree Name
Master of Arts (MA)
Thesis/Dissertation Advisor [Chair]
Geoffrey Wetherell
Abstract
Motivating climate change mitigation is a critical priority. This study examined how message framing (gain vs. loss) interacts with political ideology to influence persuasion. Two competing hypotheses were tested. The Regulatory Focus Fit Hypothesis predicted that liberals (promotion-oriented) would prefer gain-framed messages, while conservatives (prevention-oriented) would prefer loss-framed ones. The Differential Context Hypothesis predicted the opposite: liberals would respond better to loss frames due to alignment with threat-based media narratives, while conservatives would prefer gain frames due to lower reactance and perceived novelty. Messages were also tailored to match individual regulatory focus or the broader political context. Results did not support either hypothesis—framing condition showed no significant main or interaction effects. However, political ideology consistently predicted climate change attitudes, with fear and perceived threat emerging as key mediators. These findings underscore the complexity of climate communication and suggest the need for alternative strategies beyond simple message framing.
Recommended Citation
Rice, Sada, "THE EFFECT OF POLITICAL IDEOLOGY ON THE PERSUASIVENESS OF GAINVS. LOSS-FRAMED CLIMATE CHANGE MESSAGES: TESTING COMPETING HYPOTHESES" (2025). Electronic Theses and Dissertations. 31.
https://digitalcommons.fau.edu/etd_general/31