Why reframing doom news reporting could be key to tackling climate crisis

Replacing fear driven climate coverage with solutions focused reporting may be critical in driving action against the climate crisis, according to new research from Charles Darwin University (CDU) suggests.

The study, led by CDU Lecturer in Linguistics Dr Awni Etaywe and CDU Lecturer in Media and Journalism Dr Jennifer Pinkerton, found that hopeful storytelling can strengthen public engagement on environmental issues. The researchers argue that a reporting style they call Positive Environmental Journalism (PEJ) encourages readers to see themselves as part of the solution rather than as powerless bystanders.

“If people are constantly told the situation is hopeless, they disengage,” Dr Etaywe said. “When we focus on solutions, shared values, and tangible actions, we open the door to lasting behavioural change.”

The team analysed 30 digital news articles from outlets including ABC News Online, Guardian Australia and News.com.au. They found that the most engaging stories relied less on fear and more on language that built what they describe as “eco cultural bonds” — a sense of belonging that connects people’s identities and actions to the natural world.

According to Dr Etaywe, this shift in framing could be transformative for environmental reporting.

“PEJ fosters hope, moral obligation and pro environmental action,” he said. “It is about building solidarity, not fear, in the face of our environmental crisis.”

Dr Pinkerton said the approach can also help audiences feel empowered, respected, and more willing to engage with environmental journalism.

“Audiences respond when they feel respected, informed, and part of the story,” she explained. “PEJ invites them into the conversation as active participants, not passive bystanders.”

The researchers argue that by reframing climate and biodiversity reporting away from despair and toward empowerment, journalists can inspire meaningful change.

“This is a roadmap for reframing climate and biodiversity reporting,” Dr Etaywe said. “If we want audiences to act, we need to tell stories that show change is possible.”