Framing Climate Change Through Radio and Social Media Integration for the Hyperlocal Community of Baguio City, Benguet, Philippines

Abstract

Abstract
This study examines how a climate change information campaign using radio and social media framed the global issue as a local concern. Produced by the researcher/producer, the materials integrate production and research in this practice-led inquiry. Data was extracted from 95 audio and video frames to identify the framing and reasoning devices used, their functions, and how they motivated climate action through individual household agency. The findings reveal the role of local languages, community contexts, regional examples, relatable personalities, and
relevant media partners in tailoring climate messages for local communities. Framing analysis indicates that the key messages did not diminish in clarity and intent across platforms. The study concludes that climate change communication must (1) break down complex ideas and technical language into actionable attributes; (2) use local language and code-switching for concepts that do not have local translations; (3) use a relatable catchphrase that encapsulates the core frame, addresses the audience, and used repetitively; (4) develop self-sufficient but interlinked materials to avoid information overload; (5) employ scheduling strategies; (6) acknowledge community contexts; (7) use familiar local settings; (8) maximize the affordances of the selected medium; (9) collaborate with relatable and trusted local influencers; and (10) partner with relevant local media to expand reach. For researchers and practitioners, this study shows a systematic approach of evaluating frame production. For climate communicators, this research contributes to growing information on the use of framing for local action. For development communicators, this study provides a framework for community-centered cross platform communication.