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Policy Framing Through Policy Branding: International Maritime Organization, Climate Change, and Twitter/X

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  • George Dikaios

    (National and Kapodistrian University of Athens, Greece)

Abstract

Climate change, which nowadays is frequently framed as climate crisis in order to highlight the urgent need to take action to tackle it, has been studied extensively both in communication and political science disciplines. This contribution uses as an example the International Maritime Organization to highlight the utilization of its social media, and in particular its Twitter/X account, to frame that it supports climate action in the shipping sector and to brand itself as a green organization. The article offers an analytical framework which illustrates that policy branding is one of the most accurate tools to perform policy framing. It continues by showcasing that this is a procedure that governance institutions use to promote a deliberate message, even if this is not on track with what the institution is expected to do. The empirical data gathered, and processed through content analysis, paints a clear image of how this happens in the era of social media and leads to the conclusion that it is necessary to study policy framing and policy branding within the context they take place; otherwise, wrong conclusions might be drawn.

Suggested Citation

  • George Dikaios, 2024. "Policy Framing Through Policy Branding: International Maritime Organization, Climate Change, and Twitter/X," Media and Communication, Cogitatio Press, vol. 12.
    • Handle: RePEc:cog:meanco:v12:y:2024:a:7924
    DOI: 10.17645/mac.7924
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    References listed on IDEAS

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    1. Thomas Bernauer & Liam F. McGrath, 2016. "Simple reframing unlikely to boost public support for climate policy," Nature Climate Change, Nature, vol. 6(7), pages 680-683, July.
    2. David Marsh & Paul Fawcett, 2011. "Branding, politics and democracy," Policy Studies, Taylor & Francis Journals, vol. 32(5), pages 515-530.
    3. Stephen D. Collins & Jeff R. DeWitt & Rebecca K. LeFebvre, 2019. "Hashtag diplomacy: twitter as a tool for engaging in public diplomacy and promoting US foreign policy," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 15(2), pages 78-96, June.
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    Cited by:

    1. Vasiliki Tsagkroni & George Dikaios, 2024. "Editorial: Policy Framing and Branding in Times of Constant Crisis," Media and Communication, Cogitatio Press, vol. 12.

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