Responses to threat- and solution-oriented climate news

In the discourse on climate change, a frequent use of threat-oriented language (i.e., emphasis on risks/warnings, emotionally charged terms/metaphors, alarmism) is noticeable. This style of climate communication is criticized for not sufficiently addressing sustainability issues and providing actionable guidance. In contrast, solution-oriented climate communication (i.e., characterized by appeals/encouragement, emphasis on successes/empowerment, instructions) not only describes the challenges of climate change but also specifies how climate protection can be implemented at individual, economic, and political levels. This content- and rhetoric-related orientations are associated with different emotional components, with threat orientation being more closely associated with climate anxiety and hopelessness, while solution orientation strengthens the relationship between hope and action. The project focuses on the interaction between climate reporting and its societal impact across three dimensions: media climate communication, self-perception, and unconscious reactions. The objective is to utilize the climate debate as a tool to promote a green transition and climate-friendly behavior, and to overcome psychological barriers such as existential fear and hopelessness. This includes considering both climate-friendly actions at the individual level and societal measures. The challenge also lies in the fact that effective practices often demand significant personal effort, thus reducing their appeal. Within the project, a comprehensive study of climate change news in Austrian newspapers over the past 20 years is conducted using sentiment analysis to capture prevailing sentiments and opinions in published articles. Furthermore, two empirical studies are carried out to examine reactions to threat- oriented and solution-oriented messages. A social science study investigates self-perception regarding the willingness to engage in climate-friendly behavior when confronted with climate news. A psychophysiological study complements these findings by examining autonomous reactions using MRI scans. The project`s goal is to obtain a holistic understanding of the extent to which threat- oriented and solution-oriented messages are disseminated through news articles and how this practice can influence climate anxiety and other threat-related emotions, empowerment, and actions, including the promotion of climate-friendly behavior. Based on these insights and accompanied by co-creation workshops, targeted strategies for improving climate communication are developed for various stakeholders such as journalists, politicians, and the public.