Volume No. 10 Issue No.: 2 Page No.: 375-383 October-December 2015




Swaroop T. Shyam* and Babu J. Madhu

Department of Journalism and Communication, Yogi Vemana University, Vemanapuram, Kadapa, Andhra Pradesh (INDIA)


Received on : July 10, 2015




Mass media coverage of environmental issues has been recognized as a key element in the policy discourse and public understanding of environment. Media can be given credit for making some of the conceptual, technical terms like ‘ozone layer’, ‘global warming’ and ‘climate change’ as common vocabulary in the public parlance. The aspects of media coverage, sciencepolicy interactions and the public understanding of environment are technically dealt in the circuits of communication model developed. This model illustrates three ‘phases’ or ‘circuits’ through which communications originate and disseminate into the public sphere before entering the private sphere. Media Framing is regarded as an important element of the news production phase of the model. In this the news makers i.e. media professionals engaged in the news collection, preparation and writing process construct the news. Thus framing involves selection and salience i.e. to select some aspects of a perceived reality and make them more salient in a communicating text, in such a way as to promote a particular problem definition. Many types of frames like promotion v. prevention, now v. future, gain v. loss, interconnected frame, local frame etc. are used in construction of environmental content by the news makers. The news item analyses the various framing techniques adopted by the media through content analysis of news items published by the regional media in Andhra Pradesh, India.


Keywords : Environmental communication, Environmental framing, Circuits of communication model, News makers, Public understanding of environment