Framing environmental responsibility: 30 years of CSR messages in National Geographic Magazine

Denise Sevick Bortree, Lee Ahern, Alexandra Nutter Smith, Xue Dou

Research output: Contribution to journalArticle

10 Scopus citations


For decades corporations have been promoting their responsible behaviors toward the environment. This study looks at three ways organizations have framed their corporate environmental responsibility over the past 30 years. Specifically, the study finds that organizations focus on the way their environmental behaviors contribute to solutions (gain frame) rather than prevent environmental problems (loss frame). They focus on solving problems for the current generation rather than future generations, and they promote their actions (doing more) rather than promote their conservation (taking less from the earth). However, some differences in framing and use of environmental topic emerge over time.

Original languageEnglish (US)
Pages (from-to)491-496
Number of pages6
JournalPublic Relations Review
Issue number5
Publication statusPublished - Dec 1 2013


All Science Journal Classification (ASJC) codes

  • Communication
  • Organizational Behavior and Human Resource Management
  • Marketing

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