Global warming campaigns in Bangkok: framing analysis and campaign effectiveness

Thailand has responded to global warming with strategies of mitigation and adaptation since 1997, but today the country is still in the process of identifying its position on climate change and coordinating implementation of policies (Jesdapipat, 2008). As the mediating actor of policy and action, Bangkok Metropolitan Administration (BMA) has initiated several green campaigns targeting citizens since 2007 and established a long term plan for coping with this issue in Bangkok Metropolitan Administration: Action Plan on Global Warming Mitigation (2007-2012). However, the public environmental behaviors have not significantly improved according to the rising GHG emissions in urban area in Bangkok Assessment Report on Climate Change (2009) and the tendency of rapid climbing up to 2020 (Environmental Resources Management, 2002). Therefore, this research will identify and analyze the frames used in a major media campaign created in the Bangkok area, comparing these with frames held by target audience members before and after the campaign, to identify campaign effectiveness.