1. Dr. Ulrike Gretzel University of Wollongong Climate change and gender: Framing and sentiment in the social media domain

2. Agenda-setting

3. Framing Frame = central organizing idea Issue-definition Making certain aspects more salient than others Mass media actively set the frames of reference that readers or viewers use to interpret and discuss public events/issues (Tuchman, 1978) Frames influence opinions by stressing specific values, facts, and other considerations, endowing them with greater apparent relevance to the issue than they might appear to have under an alternative frame (Nelson et al., 1997)

4. Audience Frame Cognitive structure Schema used for interpretation

5. Climate Change Frames Alarmism Spatial frames – international issue Lack of scientific fact, focus on human-interest stories Focus on extreme weather events – language of terror leading to policy paralysis (Hulme, 2009) Partisan issue

6. Social media Definition: = a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of user- generated content (Kaplan & Haenlein, 2010).

7. Political Power of Social Media

8. Citizen media Participatory media Democratic media Networks of influence

9. Climate change + animal x

11. Climate Change + animal x

12. Research Question How are issues related to climate change/sustainability and gender conceptualized/framed by different groups/media?

13. Global Women Scholars Network

14. Climate Change and Gender Issue Space What is the issue space? What are the frames? Frames salient in different spheres

15. Study 1 Qualitative study of how sustainability activists and scientists frame contributions and challenges related to a gender perspective on climate change/sustainability 78 respondents

16. Challenges for Women Leaders It’s a men’s world Discrimination Stereotypes Underrepresentation Voices not heard Not being taken seriously/lack of respect Lack of access Lack of financial resources Lack of knowledge/education Gender-specific roles/obligations Lack of role models

17. Contributions of Women Different perspectives: –Time horizon –Holistic –Grounded in direct experience Traits Approaches Capabilities Priorities Authority Knowledge/awareness Strength in numbers

18. Study 2 Climate change and gender frames in news media and social media sphere Mediawatch on Climate Change Post Rio +20 (June 2012)

19. Platform

21. Climate Change Coverage

22. General Climate Change Coverage News Media Social Media

23. General Issue Space & Sentiment in Social Media

24. Gender: News Media

25. Climate Change & Gender: News Media

27. Gender: Eco-NGOs

28. Climate Change & Gender: Eco-NGOs

30. Gender: Fortune 1000

31. Climate Change & Gender: Fortune 1000

33. Gender: Social Media

34. Climate Change & Gender: Social Media

36. Conclusion Complex issue space Clearly different frames present Who is represented in the social media sphere? More research needed on how frames come about (e.g. how influential is social network, attendance of specific meetings, etc.)

37. Questions? ugretzel@uow.edu.au