Media framing of climate change in Kenyan print media

This study investigated how Kenyan print media frames climate change, focusing on The Standard and The Nation newspapers, and examines the implications of these frames on public perception and engagement. Given the substantial climate threats facing Kenya, media plays a critical role in shaping public attitudes through its framing of climate-related issues. This research employed an explanatory mixed methods approach, with a content analysis of 224 (94 form The Standard and 131 from The Nation Media Group newspapers) articles from the two newspapers over a six-month period (between 1st June 2024 and 31st November 2024) to identify framing techniques, primary themes, and tone. The study also incorporated interviews with seven key informants, including journalists, to gain a comprehensive view of audience interpretation and engagement. Ethical considerations included informed consent and confidentiality, with data analysis combining thematic and statistical methods for in-depth and multi-dimensional understanding. The findings reveal that climate change coverage is predominantly reactive, with disaster reporting being the most frequent theme, followed by adaptation and economic impacts. Human-interest and responsibility frames were most utilized, effectively engaging audiences emotionally and emphasizing accountability. However, mitigation narratives were underrepresented, and most stories were placed on inner pages, limiting visibility. This study aims to contribute actionable insights for media, policymakers and scholars interested in fostering public engagement on climate issues through effective media framing. Recommendations include prioritizing strategic placement, adopting proactive reporting on mitigation, diversifying framing strategies and amplifying grassroots voices. By localizing reporting and enhancing visual storytelling, media can connect global climate issues to Kenyan realities