ORIGINAL RESEARCH article
Front. Commun.
Sec. Visual Communication
Volume 10 - 2025 | doi: 10.3389/fcomm.2025.1643776
Visualising Climate Change Narratives: A Comparative Analysis of Framing Strategies on AlMamlaka TV and Jordan TV
Provisionally accepted
- Zarqa University, Zarqa, Jordan
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Climate change disproportionately impacts developing nations by exacerbating existing vulnerabilities and intensifying extreme weather events, posing significant socio-economic and environmental challenges. This study investigates the framing strategies utilised by two prominent Jordanian television broadcasters, namely AlMamlaka TV and Jordan TV, to shape public perceptions of climate change. The study employs a convergent parallel mixed-methods design that integrates quantitative visual content analysis with qualitative inductive thematic analysis. The study examined a total of 108 video clips related to climate change, published by the official YouTube channels of the two broadcasters during 2023. The quantitative analysis focused on the frequency of visual imagery, tone, guest representation, and framing categories. In parallel, a qualitative component was undertaken to explore the symbolic dimensions, affective cues, and editorial logics embedded in the media narratives. The analysis suggests that both channels tended to adopt problem-oriented frames; however, AlMamlaka TV appeared to place greater emphasis on solutions-focused narratives, expert commentary, and emotionally resonant imagery. In contrast, Jordan TV maintained a more neutral and fact-driven approach. Their coverage emphasises governmental perspectives and local impacts. These variations highlight divergent institutional strategies and their implications for audience engagement.
Keywords: Climate change communication, Media framing, visual analysis, Jordanian television, Environmental journalism
Received: 09 Jun 2025; Accepted: 11 Aug 2025.
Copyright: © 2025 Aljalabneh. This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) or licensor are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.
* Correspondence: Abd Allah Sultan Aljalabneh, Zarqa University, Zarqa, Jordan
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