Framings and coverage of climate change in Swedish specialized farming magazines

Climate change is a fundamental challenge for which agriculture is sensitive and vulnerable. The Intergovernmental Panel on Climate Change has identified relevant information as key to enabling appropriate climate adaptation and mitigation action. Information specifically directed to farmers can be found, for example, in specialized farming magazines. While recent studies examine how national news media frame climate change, less—if any—studies have addressed climate framings and coverage in specialized media. Media framings are storylines that provide meaning by communicating how and why an issue should be seen as a problem, how it should be handled, and who is responsible for it. This paper analyses the framings and coverage of climate change in two Swedish specialized farming magazines from 2000 to 2009. It examines the extent of the climate change coverage, the content of the media items, and the dominant framings underlying their climate change coverage. The study identifies: increased coverage of climate change starting in 2007; frequent coverage of agriculture’s contribution to climate change, climate change impacts on agriculture, and consequences of climate politics for agriculture; and four prominent frames: conflict, scientific certainty, economic burden, and action. The paper concludes that climate change communicators addressing farmers and agricultural extension officers should pay attention to how these frames may be interpreted by different target audiences. Research is needed on how specialized media reports on climate-related issues and how science-based climate information is understood by different groups of farmers and which other factors influence farmers’ engagement in climate mitigation and adaptation. Copyright Springer Science+Business Media B.V. 2013