Photo: Manchester University Press
Have you ever felt annoyed when someone proudly posts on social media how environmentally friendly they are by avoiding flights, recycling or eating only vegetarian food, even though you share the same values?
How we frame environmental and sustainability issues matters more than we think. This is according to Mikael Klintman, professor at Lund University, who in his new book Framing: The Social Art of Influence examines how the way we present information affects people’s opinions and behaviour.
Provocative veganism
Why does veganism evoke such strong reactions? Klintman argues that it is often because vegans can be perceived as morally superior, which creates resistance. There is a fine balance between standing up for one’s values and the risk of appearing self-righteous. At the same time, skepticism is deeply rooted in our social psychology. When fast-food chains introduce vegan alternatives, they may be met with suspicion. A survival instinct that dates back far in human history.
Hidden dangers
Mikael Klintman explains that we are more afraid of invisible threats than visible ones. We have an inherited caution towards the unpredictable and potentially deceptive, which has been crucial for our survival as a species. In his book, he uses plastic pollution as an example. When plastic waste was seen as “just” litter, something visible and tangible, it did cause irritation but only when the focus shifted to microplastics and their invisible spread in food, water, and the body did the issue become urgent, leading to quicker political action, such as the ban on microplastics.
Framing for future
How can we use framing to promote a more sustainable lifestyle? Mikael Klintman argues that alternative ways of framing the climate issue are needed. He even suggests that the term “climate crisis” can be misleading. A crisis is often perceived as temporary, while climate change is something we must manage in the long run.
– The climate debate is often framed through liberal values, such as global justice, which can alienate more conservative groups. By emphasizing values like protecting nature, respecting traditions, and taking responsibility for future generations, more people can become engaged in climate issues, says Mikael Klintman.
BOOK:
Find out more and order the book here.
CONTACT:
Mikael Klintman
Professor sociology, Lunds universitet
mikael.klintman@soc.lu.se