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Article

Climate Change Communication in Vietnam’s Online Newspapers and Its Implications for Climate Actions

by
Thi Kim Phung Dang
Global Inquiries and Social Theory Research Group, Faculty of Social Sciences and Humanities, Ton Duc Thang University, Ho Chi Minh City 72900, Vietnam
Sustainability 2025, 17(4), 1354; https://doi.org/10.3390/su17041354
Submission received: 2 January 2025 / Revised: 3 February 2025 / Accepted: 5 February 2025 / Published: 7 February 2025
Versions Notes

Abstract

:
Climate change has become a prominent global issue, demanding the attention of governments and populations due to convincing scientific evidence concerning its sources and effects. Even though a strong commitment to finding ways of reducing individual emissions is an important element of coping with climate change, initiatives to enhance public awareness and engage people in climate-friendly activities seem to be overlooked. Individuals’ reactions to climate change are shaped by their understanding of its causes, consequences, and implications, and this is heavily influenced by communications on the topic in public media. However, the discourses offered on climate change are problematic, leading to oversimplification and differing levels of comprehension. The widespread contentious debate over the causes and implications of climate change, alongside a scarcity of published research on communication about climate change in developing countries, suggests significant information gaps must be addressed. An analysis was performed on 397 articles from Vietnamese online newspapers, employing content analysis and framing to examine the communication of climate change to the public in Vietnam in the past two decades. The findings indicate an anthropocentric framing of climate change, which highlights institutional solutions, set up at a psychological distance from the public. Moreover, the pervasive propaganda advocating for eco-friendly solutions and methods may generate an optimistic perception that this issue can be resolved without altering individual habits.

1. Introduction

Climate change is a significant environmental problem in the 21st century [1]. According to the United Nations (1992), climate change refers to a shift in the Earth’s climate that is caused by the accumulation of greenhouse gases (CO2, CH4, NH3, CFCs…) in the atmosphere [2]. These greenhouse gases have the ability to absorb and retain heat radiation which would otherwise be released into space. The consequence is an increase in the Earth’s surface temperature, commonly referred to as global warming. Global warming leads to many environmental concerns, such as a rise in sea levels and a greater incidence of extreme weather occurrences such as rainstorms and droughts [3]. Even though global levels of CO2 and other greenhouse gases remain relatively constant, regional differences in the effects of climate change result from a variety of factors, including geographic location, ecological characteristics, and economic circumstances [4].
The accumulation of greenhouse gases come from both natural and human–industrial sources, with the primary drivers being the reliance upon fossil fuels and land use changes in/from commerce, industry, agriculture, and deforestation [5,6,7]. Considering the primarily human causation of climate change, cooperative action must be taken by individuals, families, businesses, communities, and, in turn, governments at different levels to address the problem [4]. Solutions at an international level have been implemented by national governments [4]. However, despite the fact that government entities worldwide now make the majority of strategic decisions regarding the economic growth of specific nations and regions, the Kyoto Protocol has not been effective in convincing governments to address climate change [8]. In addition, although many of the effects of climate change are global, the causes of climate change operate at a much smaller scale [4]. Studies demonstrate that actions taken even at a family level can make a substantial difference. If a family changes its fundamental behavior relating to home insulation, carpooling, and the purchase of fuel-efficient cars, these actions taken at a small scale would cumulatively reduce their greenhouse gas emissions and their energy consumption by around 30 percent [4]. The influence of humans, in their roles as citizens and consumers, on climate change is increasingly recognized, along with their responsibility to mitigate greenhouse gas emissions by altering their behaviors and making significant changes to their everyday activities [9,10].
Several challenges, however, hinder the engagement of individuals in climate action. There is a widespread belief that the primary duty for addressing this issue rests with national governments or industries to enact systemic reforms, including new legislation and infrastructure [10,11]. Efforts spanning several decades to involve the public in taking action against climate change seem to be ignored. While enhancing public understanding of climate science and policy and raising awareness of climate issues are essential for motivating individual actions [11,12,13,14], the lack of access to scientific research in scientific publications and the consequences of climate change are often perceived as ambiguous, distant, and inconsequential to people’s day-to-day lives [12]. Publics even in certain industrialized countries are increasingly apathetic towards climate actions due to a resurgence of climate skepticism and a pessimistic view of the viability of collective action [15]. The absence of public and individual engagement in climate initiatives is compromising the social aspect of sustainability, which fundamentally encompasses the three pillars of the environment, economy, and society [16].
Individuals’ responses to climate change are often shaped by their perceptions of its causes, repercussions, and broader implications [17], which are considerably affected by the efficacy of public communication regarding climate change [18]. Due to their wide readership, the media, especially newspapers, play a vital role in disseminating information about climate change to the general public [19], thereby exerting a significant influence on public perceptions and opinions regarding the issue [11]. The media not only spread information but also function as a hub for individuals to congregate and bring about societal transformation [11]. Also, the capacity of journalists to render scientific jargon comprehensible to the general audience varies from other modes of communication [18]. People thus rely on media representations to understand and assign importance to the complexities of climate science, politics, and policy formulation [20].
Despite the recent significant media focus on the effective communication of climate change [11,18], public discourse remains contentious due to the lack of specific information, the oversimplification of certain elements, and the undue emphasis placed on divergent perspectives [13]. There is also widespread debate regarding the causes and implications of climate change across the globe, including how anthropocentric ideas have influenced how people perceive climate change [18]. Guidance on properly communicating climate change to bolster individuals’ resilience is exceedingly inadequate [21]. Furthermore, despite the growing scholarly work on climate change, most of the research on this topic primarily addresses climate change mitigation in developed countries, with limited published information on communication in developing countries and adaptation contexts [21,22,23].
In response to this lack of knowledge and ongoing discussions, a thorough analysis was conducted on a total of 397 articles obtained from Vietnamese online newspapers published between December 2001 and August 2024. Vietnam is an ideal candidate for studying the communication of climate change due to its status as a developing nation that is significantly impacted by the adverse effects of climate change. Furthermore, a research study that rigorously analyzed academic databases (Scopus and Web of Science) and the gray literature for English-language sources indicates that fifty percent of our comprehension of climate change framing derives from the United States [24]. Vietnam is clearly one of the countries that have received inadequate attention in this area.
The primary research inquiries revolve around the communication strategies employed by Vietnamese online newspapers regarding climate change and their implications for policy making and public engagement in climate initiatives. This study employs a qualitative research methodology to answer the two research questions: (1) What are the dominating frames relating to climate change in Vietnamese online newspapers? (2) What are the implications of those framings on individuals’ climate action? Content analysis was employed to scrutinize the presentation of climate change communication in Vietnamese newspapers during the past five years. Frame analysis was conducted to examine the influence of Vietnamese newspapers on the shaping of climate change discourse during the past 20 years, as well as its implications for climate actions in Vietnam.
The paper is structured as follows: Following the Introduction, Section 2 details the theoretical perspectives of framing theory. Section 3 provides an in-depth explanation of the research methodologies used, while Section 4 examines and analyzes the research findings. These findings are subsequently discussed in greater detail in Section 5. The paper concludes with a final statement.

2. Research Methodology

This research was based on the key concept of frame and the theoretical perspectives of framing. The notions of frame and framing have become very popular since the late 1980s [25]. Frames can be described as conceptual structures or frameworks that facilitate the organization of ideas or topics, constructing a narrative that spans both time and political dimensions and thereby establishing the widely accepted interpretation of occurrences [26]. These hidden clues, known as subtexts, play a crucial role in shaping the interpretation of a story and frequently guide the reader towards a specific mindset [18]. Frames largely shape the presentation of news or media content, hence enhancing understanding and serving as cognitive tools to link narratives with bigger concepts [26]. Frames possess significant influence since they compel us to selectively filter our perceptions of reality, rendering certain dimensions of our multifaceted existence more prominent than others [27].
Framing refers to the intentional process of highlighting specific characteristics of news subjects or certain facets of our world while rendering others less accessible [26,27]. This is an intrinsic element of the communication process, especially within the realm of public affairs and policy [11]. New narratives are analyzed and connected to theoretical concepts, conveying distinct meanings to topics, acts, or events from a certain perspective [28]. When news discourse can be interpreted by audiences in various manners, framing helps elevate the significance of specific messages and alter the evaluation of information [29]. Framing theory suggests that how something is presented to the audience influences the choices people make about how to process that information [26].
Climate change framing has recently become a topic of interest, together with the increased global actions on this issue [30]. The prevalent frames recently employed in media discourse regarding climate change include the existence of risk, the veracity of scientific assertions, anthropogenic activities as the source of risk, possible repercussions, and approaches to mitigating risk, alongside economic and environmental factors, disaster, and moral/ethical considerations [24]. The identification of frames differs based on specific framing objectives. Research on climate change challenges emphasizes frames like economic/financial, developmental, national/international security, ethical/moral, technological/energy, institutional/governance, scientific, and communication [31]. The framing of climate futures emphasizes categories such as solutions to climatic and social repercussions, remote threats to humanity, economic prospects, and remote threats to ecosystems [32]. Adaptation, mitigation, public engagement, environmental consciousness, alternative pathways conflict, political negotiation, economic effects, and governance are among the frames that pertain to the climate imaginary [11].
Five online Vietnamese newspapers were selected for the examination of climate change framing in Vietnam. They are VNExpress (164 M), Dan Tri (78 M), Tuoitre (68 M), Vietnamnet (56 M), and Thanh nien (51 M) [33]. These official electronic newspapers provide a range of information on current affairs, economics, lifestyle, health, education, culture, sports, and technology for a varied audience. Dan Tri prioritizes social issues, whereas Tuoitre focuses on youth, presenting a number of columns relevant to this group. With extensive readership and a high reputation in journalistic perspectives, these newspapers play a crucial role in conveying information about climate change to the general public. Their internet accessibility and cost-free nature also enable their utilization by individuals across diverse places in Vietnam.
Data were obtained through the newspaper’s online archive service using the terms Hiện tượng nóng lên toàn cầu (global warming), Biến đổi khí hậu/Thay đổi khí hậu (climate change), and Hiện tương nhà kính/Hiệu ứng nhà kính (greenhouse effects). These search terms yielded 416 articles for examination. Those articles specified the analysis period as spanning from December 2001 to August 2024. Throughout the coding process, 19 articles were excluded for just using the term “climate change” while mostly addressing other subjects. Thus, the aggregate sample size comprised 397 articles.
Drawing from the existing literature on climate change communication and the overarching objective of enhancing public knowledge for their climate actions, the author devised a coding scheme comprising four predetermined topic categories: evidence, causes, impacts, and solutions. To persuade the public of climate change as a genuine environmental concern, communication must furnish credible information along with its proof and consequences. To motivate individuals to participate in climate actions, journalistic communication must elucidate the causes of climate change and the potential remedies. Throughout the coding process, two additional categories (responsibilities and political issue) were added to the coding scheme, and relevant sub-categories were identified and incorporated into the topic categories. The author utilized five framing strategies proposed by Gamson and Modigliani (1989) to recognize the topic categories of each frame during the coding: metaphors, exemplars, catchphrases, depiction/portrayals, and visual images [34]. The manifestation of those items in an article was coded into relevant categories. In coding for the presence of an item within a category, the researcher recorded it only once, regardless of its frequency in the articles. The frame was subsequently determined through the analysis of its topic categorization.
During the coding process, the author utilized memoing (documentation of the researcher’s thinking during the data analysis [35]) to record compelling ideas and information extracted from the relevant articles associated with the codes. Subsequent to coding, a content analysis was conducted to discern the underlying frames. The original percentages of the codes in each category were examined to determine the prevailing codes. The analysis of the dominant codes within each category facilitates the identification of major topics of the article, which collectively formed the common frames for each category.

3. Framing of Climate Change in Vietnamese Online Newspapers

The research findings revealed substantial changes in the journalistic framing of climate change within Vietnamese online publications over the past 24 years. Between 2001 and 2020, there was a paucity of articles on climate change, and the existing articles predominantly focused on evidence of climate change. From 2021 until the present, this problem has garnered heightened attention, especially in 2023–2024, with an intensified focus on climate change impacts and solutions as Vietnam became more actively involved in global climate agreements and initiatives (Table 1).
The following six frames were identified as being used in Vietnamese online newspapers to communicate about climate change: compelling evidence of global warming, potential solutions to climate change, governments’ and corporations’ vital roles in climate mitigation, profound impacts of the climate crisis, greenhouse gases as the principal factor in climate change, and political issues related to climate change. The first three frames were dominant among the seven (Table 2).

3.1. Compelling Evidence of Global Warming

The “compelling evidence of global warming” frame, henceforth referred to as the evidence frame, predominated in climate-related journalistic communication in Vietnam. Over 90% of the articles in the sample cited some dark and murky evidence of global warming (Table 2). They mostly referenced both the increasing global temperature and the rising temperature in Vietnam (Table 3).
Terms such as thảm hoạ khí hậu (climate disaster) [36], thời tiết bất thường (unusual weather) [37,38], nhiệt độ khắc nghiệt (extreme temperature) [39], nóng thiêu đốt (scorching heat) [40], nóng kỷ lục (record-breaking heat) [41], ngày nóng nhất lịch sử (the hottest day in history) [42,43], and hành tinh nóng (hot planet) [44] appeared either in the headlines or throughout the contents of the articles, particularly from 2023 to 2024. Phrases/sentences with figures about temperature, such as “nóng hơn 2.5 °C so với thời kỳ tiền công nghiệp” (global temperatures will increase and exceed 2.5 °C compared to pre-industrial times) [45] and “Đà Lạt vào buổi trưa tháng 3 nhiều năm trở lại đây khoảng 31 °C” (Dalat at noon in March in recent years is about 31 °C), appeared frequently [46]. The subsequent weather patterns were aberrant, characterized mostly by increased rainfall and severe storms, as well as diminished rainfall and drought conditions. Pictures of drought, melting ice, rising sea levels, forest fires (mainly from foreign sources), people under scorching heat, and flooding were displayed. National disasters such as strong storms and flooding were described in detail to underscore the reality of climate change and its associated threats. The sample included headlines such as “Cơn bão huỷ diệt” (Storm of destruction), [47] “Mưa lớn 200 năm mới có một lần trút xuống Hàn Quốc, nhiều người chết thương tâm” [Heavy rain that only happens once in 200 years falls on South Korea, many people die tragically] [48], “Lốc xoáy xé toạc nhà cửa, cuốn bay cây cối ở Trung Quốc” [Tornado rips apart houses and blows away trees in China] [49].
In over half of the articles, climate change was frequently mentioned alongside resonant elements like as La Niña and El Niño, resulting in an ambiguous and dark portrayal of the climate. Significantly, the majority of the evidence for climate change originated from foreign sources, including international organizations’ scientific journals (such as Nature, Global Environment Change, Our World in Data, Earth System Science Data), as well as news media outlets (such as National Geographic, The Business Standard, BBC, Reuters and CNN, The Guardian, The Washington Post, Euro News), without proper citations and references, alongside information from government and international agencies (The Intergovernmental Panel on Climate Change (IPCC), United Nations Environment Programme (UNEP), International Labour Organization (ILO), World Meteorological Organization (WMO), United States Agency for International Development (USAID)). The predominant evidence in journalistic communications was primarily focused on the Mekong Delta, the largest agricultural region in Vietnam, and the central areas of the country, which are often affected by storms and droughts.

3.2. Potential Solutions to Climate Change

The “potential solutions to climate change” frame, henceforth termed the solution frame, was identified in 70.2% of the articles (n = 278). It encompassed eight topic categories (Table 4), of which the first four were predominant.
Reducing greenhouse gas emissions was prominently emphasized, encompassing both natural absorption by forests and artificial absorption through technology. The subsequent principal focus of this frame was sustainable development, which mainly focused on transformation into the use of alternative/restored energies, such as solar energy, wind energy, and hydraulic energy [50]. Specific terms, such as the green economy, organic economy, and low-carbon economy/circular economy, appeared frequently in those articles, either in the speeches of governmental officers or in the commitments of business companies [51,52]. More than one-third of the articles addressed the conservation of forests and the environment, along with the preservation of energy and other natural resources, particularly soil and water.
Institutional solutions were also mentioned (in 33.8% of the articles). They included diverse national and municipal legislative frameworks, comprising initiatives, plans, policies, strategies, laws, projects, programs, and processes. They also included the involvement of Vietnam’s government in international climate agreements, such as the IPCC, COP 26, COP 27, and COP 28, and the fact that Vietnam obtained financing from international programs designated for nations susceptible to climate change [53,54,55,56,57].
The market solution (18.9% of the articles) included a commitment to carbon neutrality, net-zero emissions, net-zero transitions, low-carbon energy/economy, carbon credits/footprints, and environmental taxation. Appearing in both headlines and the body of the text, the adjectives “green” and “low-carbon” were employed, spanning macro to micro contexts such as green Vietnam, green transformation, green economy, green finance, green industries, green agriculture, green travel, green city, green building, green steel, green fuel, green lifestyles, etc. [58,59,60]. Changing lifestyles were referenced in merely 6.5% of the publications, encompassing eco-friendly practices such as consumption reduction, the utilization of sustainable items, and green mobility (public transit, car-sharing, bicycles, electric automobiles, etc.) [61,62]. The predominant responses relating to solutions were mostly coping and mitigating measures, with a minority of adaptive solutions identified (1.6% of the articles). These encompassed the selection of suitable plant types, modification of crop structure, and alteration of agricultural techniques, predominantly illustrated with examples from international sources. In general, the proposed remedies prioritized a green economy over lifestyle changes, notably in articles published in the Tuoitre newspaper in 2024.

3.3. Governments’ and Corporations’ Vital Roles in Climate Mitigation

The frame “governments’ and corporations’ vital roles in climate mitigation”, thereafter referred to as the responsibility frame, was recognized in 60.1% of the articles (n = 238) (Table 5). Nearly a half of the articles in the sample credited governments and politicians as the primary actors in coping with and mitigating climate change in Vietnam, and nearly a third mentioned the key roles of business actors.
The roles of the central and municipal governments were related to institutional solutions. Images of Vietnamese politicians and high-ranking officials who spoke at occasions such as signing ceremonies or partnership programs with representatives of supporting countries (Europe, North America, Australia) and members of foreign organizations (ADB, USAID, WB, Forest Carbon Partnership Fund (FCPF), The World Wide Fund (WWF)) were strongly utilized [63,64]. There were also images depicting authorities delivering statements at a forum alongside businessmen and professionals [65]. Articles including images of natural disasters, such as landslides, floods, and droughts, also included photographs of government officials convening to devise remedies and personnel assisting communities in managing these circumstances [37,66,67]. One article in the Tuoitre newspaper published in June 2024 said “In recent days, in many provinces and cities in the Mekong Delta, thunderstorms accompanied by strong winds have caused many houses to collapse, rice to fall and fishing boats to sink”. The article featured a photo of the Chairman of the People’s Committee of Phu Duc Commune, Long Ho District, who said “the whole commune had 358 hectares of rice that had fallen due to heavy rain. The locality has contacted the militia to help people bundle and tie the rice to reduce the damage” [66].
Alongside government officers, businesses and industrial companies were considered the most important actors for coping with climate change. News outlets featured articles about Tổng Công ty Cấp nước Sài Gòn (Saigon Water Company_SAWACO) and Tập đoàn Dầu khí Quốc gia Việt Nam (Petro Vietnam Corporation_PVN), which were engaged in climate actions by investing in forest plantations, particularly in the restoration of mangrove forests in the south of Vietnam [68,69]. This was also related to businesses in industry and agriculture that changed according to the principles of a low-carbon economy with the use of renewable energy and new technologies to reduce waste and CO2 emissions. The roles of businesses/corporations went along with waste reduction and market-oriented solutions such as the development of a circular economy, green transformation, low-carbon economy, and net-zero emissions [58,60,70]. Those actors also emerged in headlines regarding the government’s engagement in international agreements with foreign partners [52].
In contrast to narratives emphasizing the pivotal roles of government officials and corporations in climate change initiatives, only a handful of articles (04/397) illustrated how citizens acknowledged their responsibilities. One article outlined the efforts made by the esteemed British pop/rock band Coldplay and American singer-songwriter Jewel to reduce the carbon footprints of their concert tours [44]. Other articles referenced young Vietnamese citizens actively participating in climate initiatives. For example, students from Ho Chi Minh City University of Education collected batteries and exchanged plastic waste for seedlings [62], while a group of students in Quang Tri devised a plan to plant 1000 native trees in Dakrong Nature Reserve [71]. In one article, young individuals were advocating for a sustainable lifestyle by creating and employing eco-friendly items [72].

3.4. Profound Impacts of Climate Change

The frame “profound impacts of climate change”, henceforth termed the impact frame, was identified in 58.1% of the articles (n = 230). This included two primary categories: negative impacts on human life and impacts on ecosystems. The former category was more prominent (Table 6). In the impact frame, most articles mentioned the impact of climate change on issues of interest to humans, and only 12.6% (n = 50) mentioned the impacts of climate change on the ecosystem.
Around 26.4% of the articles detailed the impacts of climate change on human life, work, and so on. Others depicted details of water stress, flooding due to rising sea levels, resource depletion (mainly soil), shrinking arable land, and decreased production (mainly in fishery and agriculture). Disasters like storms, flash floods, and landslides related to increasing flooding and rainfall were highlighted with images [37,66,67]. Approximately 22% of the articles referenced economic loss or damage, including infrastructure destruction due to flooding, loss of citizens’ homes and property, diminution of agricultural land, and crop loss [37,38,48,49]. A few articles (5.5%) cited social instability linked to migration due to droughts or floods [73]. Phrases like heavy rain, severe flooding, highways transforming into rivers, dramatic landslides, catastrophic wildfires, and damaging storms were prevalent. Those phrases were accompanied by photographs illustrating various natural disasters [37,48,49,67].
The articles discussed the effects of climate change on ecosystems, including ecosystem degradation (deforestation, forest deterioration, coral bleaching, species extinction, adverse alterations in ecosystems, and alterations in species behaviors (premature flowering, species migration…)) and species range shifts [74,75,76,77,78]. Certain stories merely referenced the worldwide implications broadly, lacking precise specifics. The sources encompassed both scientific papers and social media.

3.5. Greenhouse Gases as the Principal Factor in Climate Change

The frame “greenhouse gases as the principal factor in climate change,” henceforth referred to as the cause frame, was identified in 14.9% of publications (n = 59). Both direct and indirect sources of climate change were covered. The catch phrases were greenhouse gases (GHGs), carbon dioxide emissions, methane emissions, and fossil fuel burning [79,80]. The primary reason, GHG emissions, was consistently addressed in most publications in this frame, and the predominant emphasis was on carbon dioxide (CO2), while only a limited number of papers (n = 20) discussed methane (CH4), although methane is considered “25 times more effective than carbon dioxide at trapping heat in the atmosphere” [79]. Indirect factors contributing to climate change were primarily attributed to production (industry, agriculture) and various forms of fossil fuel combustion [58,59]. Activities related to living, including promoting environmentally friendly travel and reducing domestic waste and consumption, were given insufficient attention (Table 7).

3.6. Political Issues Related to Climate Change

The frame “political issues related to climate change”, hereby referred to as the political frame, was indicated in 13.9% of the articles (n = 55). The category of climate justice predominated. This subject encompassed social justice/justice/fighting inequality in responding to climate change, legal responsibility of polluting countries, funding for poor countries to respond (loss and damage), vulnerable areas and disadvantaged groups in climate change, and human rights in responding to climate change …The political discourse predominantly originated from politicians and government agencies, including the Prime Minister, the Vice Prime Minister, and the Minister of Environment and Natural Resources, during international meetings such as the IPCC and the COP 26, 27, and 28 [36]. Approximately 16% of the articles addressed international collaboration, aiding Vietnam in addressing climate change [53,55,57]; 15% pertained to discussions and disputes over climate matters, including climate justice and the obligations of developed nations for loss and damage funding (Table 8). This frame highlighted the collaboration between developed and developing nations through numerous international and regional agreements. The emphasis in this frame was mainly on the roles of government and corporate entities, rather than citizens and social organizations. Climate justice highlighted the consideration of vulnerable nations, social groups in climate solutions, and the obligations of developed nations for loss and damage funding [51,81]. Catch phrases such as “If you want to go far, go together” [82], and “No one will be left behind” [51,53] were emphasized with illustrating pictures.
In summary, climate change communication in Vietnamese online newspapers sketched a perilous image replete with evidence of the climate crisis while simultaneously offering a glimmer of hope for potential solutions to climate mitigation. Climate change was framed as a mitigation issue. Governmental actions were a critical component of climate mitigation solutions, providing policies, regulations, plans, and strategies. Consequently, governments and corporations were regarded as the primary actors in climate action. The majority of stories in the articles were about the effects of aberrant weather conditions and the increasing global temperature on human life and well-being, together with the presence of ominous evidence. The journalistic communication on climate change did not appear to emphasize political debates and the causes of the crisis.

4. Discussion

Notwithstanding the expanding academic discourse on climate change, there exists a paucity of published data about communication and adaptation scenarios in developing countries [21,22]. This content analysis of climate-related journalistic communication in five major Vietnamese online newspapers reveals that the issue is portrayed as frightening but far away in terms of its importance in public discourse and necessitating institutional solutions.

4.1. Climate Change: A Menacing Image, Albeit a Far Danger for Individuals on the Street

The prevalence of articles in Vietnamese online newspapers giving compelling evidence of global warming, including remarkable temperature statistics and irregular global weather patterns, has effectively captured the audience’s attention. Graphic representation, aiding readers to grasp the essential information and different expressions on changing weather across the globe. Articles on the consequences of global warming further validate the existence of climate change as an environmental disaster for humanity.
Nonetheless, the predominant focus of climate communication in Vietnamese newspapers has been on international proof, rather than on domestic evidence, rendering the issue somewhat geographically remote for the Vietnamese populace. This strategy, obviously intended to showcase persuasive evidence on climate change, may however convey the perception that it is not a significant concern for the Vietnamese populace. International sources predominantly outlined the facts, consequences, and implications of climate change in distant nations (e.g., the United States, Canada, European countries) [83,84], which may not resonate with viewers, as they would perceive such material as irrelevant to their local contexts. In conjunction with a scarcity of local evidence on climate change, specific illustrations of foreign phenomena or identities absent in Vietnam, such as “Many ski resorts in Europe closed due to lack of snow” [85] or “Venezuela lost all its glaciers forever” [86], may cause viewers to perceive them merely as foreign curiosities, thereby overlooking the global impacts of climate change.
Furthermore, while several publications illustrated the global ramifications of climate change and proposed its future effects to underscore the gravity of the issue, they may, conversely, reinforce the perception described above. The potential adverse effects of journalistic communication regarding climate change offer actual evidence for what is referred to as “psychological distance” for the public, especially in terms of temporal and geographical dimensions [14,87,88,89,90].
The findings of this research study interestingly reveal the social distance of climate change in Vietnamese online newspapers. The emphasis was not on people from nations with differing developmental statuses (developed, developing), as highlighted by [14], but rather on specific social groups within a nation. One-fourth of the articles extensively cited the causes of climate change as the accumulation of greenhouse gases resulting from fossil fuel consumption, mostly highlighting the supply side (industry and agriculture). Online newspapers’ climate communication neglected the impact of household consumption (the demand side) on climate, thus failing to persuade individuals of their effects and perhaps dissuading them from altering their consumption practices. The solution frame emphasized a green economy instead of lifestyle alterations, particularly in articles published in 2024 by the Tuoitre newspaper, which targets a youthful audience.
The focus on political and corporate entities diverted attention from individual accountability regarding climate change. This emphasis may subsequently hinder potential individual engagement in climate initiatives. In the sample, several articles (4 out of 397) concerning individuals involved in emission reduction [44,62,71,72] indicated that the comprehension of the sources of greenhouse gases associated with their actions motivated them to diminish their carbon footprints by utilizing lower-emission transportation, conserving energy and resources, and efficiently managing waste [44,62]. Individuals may also participate in the restoration of natural forests for CO2 sequestration [71] and adopt a sustainable lifestyle by developing and utilizing eco-friendly products [72]. The findings also indicate the reciprocal influences among several dimensions of psychological distance, as noted by McDonald et al. (2015) [88]. Spatial and social factors together enhance the perceived psychological distance from climate change in journalistic communication in Vietnam. Focusing on unusual weather phenomena, such as flooding and droughts, in the Mekong Delta and central Vietnam may cause urban dwellers and individuals outside the agricultural sector to view it as a threat less pertinent to their interests.

4.2. Anthropocentric Framing of Climate Change

The content analysis of the impact frame showed an anthropocentric framing of climate change in Vietnam. The term anthropocentric denotes the perspective that humans hold paramount significance in existence, hence rendering the environment devoid of intrinsic value [91]. This view is prevalent in research and media on climate change [18]. Critics of anthropocentric framing contend that this perspective regards climate change as consequential solely due to its effects on humans, neglecting its impact on all forms of life, including the natural environment [92]. This viewpoint may shape a wrong public perception of climate change and subsequently influence individuals’ responses. Environmental ethicists argue that species and ecosystems possess intrinsic value, hold moral significance, and exist independently of human interests [93,94]. Furthermore, given that all life on Earth is interdependent and its survival hinges on the vitality of ecosystems [94,95], we must incorporate all living entities, including those in the land, air, and water, which support us, into our ethical considerations [96]. In the realm of climate change, emissions rights for climate measures must encompass ecosystem activities irrespective of human interests [97]. This does not contradict human interests. Given that people are entirely reliant on nature, aligning human needs with the interconnected biological and geophysical processes that have sustained complex life for hundreds of millions of years would optimally enhance the planet’s ecosystems and human welfare [97].
Despite humanity’s complete dependence on nature [98], anthropocentrism clearly acts as a significant driver of ecocide and the environmental crisis, as society has vigorously sought to establish a human-centric world [99]. Anthropocentrism is thus particularly insufficient for biodiversity conservation [100,101]. Conversely, proponents of anthropocentrism argue that it is inevitable and potentially advantageous for environmental conservation [102,103,104]. Due to the presence of many valuable entities, inclusive environmental ethics, which incorporate specific features of nature, may complicate action determination [105]. The media’s coverage of climate change in the sample emphasized human-centered issues, such as production in the agricultural and industrial sectors, rather than the intrinsic value of the environment. It outlined disruptions in industrial productivity and agricultural losses resulting from storms, floods, and droughts. The natural disasters that were predominantly depicted resulted in the devastation of residences, roadways, and other infrastructures, as well as in the loss of human lives. The publications mostly overlooked the harm and disruption those disasters caused to ecosystems.
Most of the major impacts of climate change on human life and production, such as flooding and drought, have led to solutions that prioritize human advantages while neglecting potential further environmental costs. The central and provincial governments invested in dam construction to mitigate flooding and establish water reservoirs to combat drought [56,106,107], neglecting the potential ecological consequences associated with the various activities during the construction and operation of these structures, including diminished water quality and impacts on aquatic ecology, soil, fauna, and flora [108,109]. Such human-centric perspectives on the effects of climate change have resulted in myopic solutions that prioritize short-term gains (mainly economic ones) while neglecting the long-term and broader consequences of those solutions not only on the environment but also on other aspects of human life. The pursuit of green/alternative energy in Vietnam is leading to the construction of hydropower dam projects, particularly in the central regions [110]. This development has impacted the forest cover, flows of rivers, and biodiversity, as well as local livelihoods (fisheries and agriculture) which were dependent on the environment [110,111]. The dams’ construction and operation has also displaced tens of thousands of upland residents [112].
Human-centric perspectives in the news media regarding climate change may also distort the public’s understanding of climate actions, thus misguiding their engagement and responses. It is possible that readers will be misled into believing that the act of planting trees alone is sufficient for the absorption of carbon dioxide if they come across articles that feature companies like PVN and SAWACO participating in tree-planting programs to combat climate change [68,69]. Because the primary function of forests has become the absorption of carbon dioxide, a role that can also be fulfilled by trees planted alongside natural forests, this may provide a justification for specific economic activities that require the loss of segments of natural forests in favor of forest plantations. This argument has largely overlooked the loss of biodiversity and the subsequent preservation of forests for the environmental benefits they provide.
Research findings further enhance the literature on media framing on the convergence and disparity across climate change framing in distinct socio-economic contexts [113]. The lesser focus on daily human activities as a cause of climate change and the prioritization of human interest/economic framing in Vietnam’s online newspapers aligns with findings from other research in certain wealthy nations [29]. Likewise, climate change was predominantly depicted as a state-level crisis rather than an individual one [11,12,29]. However, the diminished emphasis on political issues and ecosystem impacts in the articles sampled contrasts markedly with other studies about the framing of climate change in affluent countries [30,113]. This disparity may be attributed to the varying sociopolitical contexts among nations, as evidenced by a study analyzing the portrayal of climate change in US and Chinese newspapers [113]. It should come as no surprise that the majority of the information that we have with regard to climate change originates from studies carried out by experts in Western countries [24].
The scarcity of information regarding climate change data and its impacts in various regions of developing countries such as Vietnam renders the catastrophe a remote concern for the general populace. Consequently, it is diminished as a subject of political debate in the nation. The scarcity of research on the local effects of climate change on ecosystems in Vietnam, coupled with limited access to global scientific findings, contributes to an inadequate understanding of this issue among news reporters, in contrast to the general public in various industrialized nations, who benefit from extensive knowledge and information derived from climate change studies. The greater attention paid to the political framing of climate change in wealthy nations may also be because of a growing skepticism toward the threats that are posed by climate change. The increased focus on the political framing of climate change may also stem from a rising pessimism over the concerns posed by climate change in affluent nations. The increase in climate denial [15] and the potential impact of policies aimed at reducing carbon emissions on the economy highlight additional political issues associated with climate change.
This anthropocentric perspective on climate change and the alarming portrayal of the climate crisis together provide empirical evidence for the discussion on sustainability communication, which relies on cases from affluent countries [114,115]. As a subset of sustainability communication, climate communication encompasses three modes: communication of sustainability (CoS), which entails conveying information toward a specific goal; communication about sustainability (CaS), which focuses on developing intersubjective or shared concepts and frameworks; and communication for sustainability (CfS), which involves the exchange and debate of sustainability issues and the modification of behaviors [114]. According to these modes, the individual frames in most articles seem to match with CoS, because they provide evidence of climate change and its effects. The dominant anthropogenic perspective on climate consequences and solutions defines CaS components. Even without public interactions in the sample, this anthropogenic framing still shapes climate discourse by identifying key players (government and corporations) and desired outcomes (reduction in greenhouse gas emissions in industry and agriculture). The advocacy for “green” economic activities [50,51,52] distinctly illustrates aspects of CfS concerning the necessity for societal changes to address the problem [115]. Although the CoS mode is considered a strategy for legitimizing climate action, the anthropogenic framing in the sample efficiently fulfills this role through discourse on the government’s climate policies and regulations. Nonetheless, this CaS mode exposes conflicts between politics (where climate actions prioritize human interests) and research (which focuses on climate impacts on ecosystems). These tensions may obstruct or even thwart sustainable development, as suggested by Newig et al. (2013) [114], in specific cases of greening economic activities (CfS), such as the promotion of hydraulic energy [110].

5. Conclusions

Climate change has become a critical environmental issue worldwide. The world is rapidly seeking solutions to the challenges of climate change, primarily relying on institutions such as governments and corporations. Insufficient attention has been given to changing individual consumption, acknowledged as a vital factor in reducing greenhouse gas emissions. The news media, because of their extensive audience reach, play a crucial role in informing the public about the necessity of changing personal habits to mitigate emissions.
This paper utilized a sample of news media communications regarding climate change in Vietnam. The research findings revealed a perilous image of the climate catastrophe while simultaneously providing a glimmer of optimism for potential remedies. It was apparent that the journalistic climate communications in Vietnam were characterized by an anthropocentric framing of climate change, prioritizing the responsibilities of governments and corporations to solve the impacts of climate change on human life while overlooking political debates and the underlying causes of the crisis. The exclusive emphasis on the effects of climate change on human life inadequately convey the full extent of its devastation of the natural environment, potentially misguiding public engagement in climate initiatives. The over-reliance on facts and impacts from outside Vietnam may have inadequately linked the crisis to daily living in Vietnam. Climate change thus appears to be a distant issue for individuals in various sectors and regions, given the localized facts, effects, and remedies focused on agriculture and industries, particularly in the Mekong Delta and central Vietnam. The disregard for the effects of personal consumption may further estrange individuals, especially the youth, from climate activities. These issues of climate communication in Vietnam’s newspapers demonstrate a disregard for both environmental and social aspects of sustainability.
The research findings provide a basis for subsequent recommendations. To reduce the psychological distance the public associates with climate change, it is imperative to undertake further research on the specific causes, evidence, and impacts of climate change in various regions of Vietnam. These studies should also focus on the implications of climate change on the country’s ecosystem structure and functions, particularly its biodiverse natural habitats, and clarify how these environmental changes will be detrimental to both nature and mankind. The findings of these studies will equip policymakers and decision-makers with the necessary knowledge to make informed decisions on addressing and mitigating the impacts of climate change through both short-term and long-term measures.
Next, the news media should present more evidence and effects of climate change throughout various regions of Vietnam, rather than excessively depending on foreign sources. The sources may be derived from official reports, local authority websites, or interviews with local officials and residents. Other sources include conferences, Vietnamese scientific journals, and conversations with Vietnamese researchers. This knowledge should be conveyed through news media using proper language to ensure public comprehension and facilitate their participation in climate initiatives.
In addition, climate communication in news media should highlight evolving lifestyles and offer guidance on actions that individuals, particularly young people, can undertake in their daily routines to reduce emissions. This also serves to counteract the excessive spread of propaganda advocating for institutional solutions and coping mechanisms for firms, which may foster a misleading belief that this issue can be readily resolved without altering individual actions. In addition to this effort, legislators ought to enhance programs and policies within the industrial and service sectors that promote responsible consumer behavior concerning climate change.
Although this study was conducted on the five most prominent online newspapers in Vietnam, it is plausible that it does not comprehensively reflect the varied ways in which the news media frame climate change. To enhance the substance and framing of these issues, greater research on climate framing across various news media in Vietnam is necessary. It is also crucial to investigate how those framings actually influence decision making and the public understanding of climate change across various sectors and areas in Vietnam. Furthermore, it may be worthwhile to examine how climate framing in Vietnam enhances the overall progress of sustainability communication and the degree to which ideology influences the disparities in climate change reporting across various media. Due to potential discrepancies in climate change framing across various sociopolitical contexts, more research on the media communication of climate change in other developing nations is essential to comprehend the public perceptions of these issues and, consequently, to establish a foundation for effective strategies that encourage increased individual participation in climate actions.

Funding

This research received no external funding.

Institutional Review Board Statement

Not applicable.

Informed Consent Statement

Not applicable.

Data Availability Statement

The raw data supporting the conclusions of this article will be made available by the authors on request.

Acknowledgments

I express my appreciation to the three reviewers for their insightful and constructive critiques, which greatly enhanced the article.

Conflicts of Interest

The authors declare no conflicts of interest.

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Table 1. The average numbers of articles on climate change from 2001 to 2024.
Table 1. The average numbers of articles on climate change from 2001 to 2024.
YearsNo of ArticlesAverage No of Articles/Year
2001–2010183
2011–2020405
2021–20195427
2023–2024303153
Table 2. Six frames of climate change in Vietnamese online newspapers.
Table 2. Six frames of climate change in Vietnamese online newspapers.
FramesNo of Articles%
Compelling evidence of global warming 36291.4
Potential solutions to climate change27870.2
Governments’ and corporations’ vital roles in climate mitigation23860.1
Profound impacts of climate change 23058.1
Greenhouse gases as the principal factor in climate change10225.8
Political concerns for climate change5513.9
Table 3. The evidence frame.
Table 3. The evidence frame.
Sub-FramesNo of Articles%
Rising temperature 19148.1
Abnormal weather conditions10225.7
        - Abnormal weather (mention of the term only)6817.1
        - Increasing rainfall +storms5112.8
        - Reduced rainfall/drought6817.1
        - National disaster such as hail, storm, flood307.6
        - Strong wind, turbulence102.5
        - Seasonal changes112.8
Resonance factors4210.6
Source of evidence32982.9
        - Foreign source21654.4
        - Domestic sources13233.2
Table 4. The solution frame.
Table 4. The solution frame.
Sub-FramesNo of Articles%
Waste management and reduction16742.1
        - GHG emission reduction and absorption15739.5
        - Other waste reduction4310.8
Sustainable development14737.0
Sustainable development (mentions of the term only)87 21.9
        - Renewable/alternative energy8120.4
        - Green/organic/low-carbon/circular economy7418.6
        - Environmental protection and restoration7117.9
Institutional solutions 13433.8
Changing production methods11228.2
Market solutions7518.9
        - Net-zero CO2 emission5614.1
        - Carbon credit/footprint317.8
        - Carbon footprint82.0
        - Environmental fees/charges41.0
Providing the public with information on climate change4310.8
Reduced use of fossil fuels379.3
Changing lifestyles (green/circular lifestyles) 266.5
Table 5. The responsibility frame.
Table 5. The responsibility frame.
Sub-FramesNo of Articles%
Governments/politicians19248.4
Businesses/corporations11629.2
All people/citizens266.5
Social organizations/Communities266.5
Young people112.8
Table 6. The impact frame.
Table 6. The impact frame.
Sub-FramesNo of Articles%
Impacts on human life23057.9
        - Human living10526.4
        - Decreased water resources7819.6
        - Ice melting rising sea level6716.9
        - Resource depletion6817.1
        - Decreased production (fishery, agriculture)4711.8
        - Flash flood, landslides297.3
        - Economic loss/damage225.5
        - Social instability225.5
Impact on ecosystems5012.6
        - Ecosystem degradation287.1
        - Species behaviors235.8
        - Species range shifts102.5
Table 7. The cause frame.
Table 7. The cause frame.
Sub-FramesNo of Articles%
Direct causes: GHG emissions5914.9
Indirect causes5513.9
        - Production328.1
        - Fossil fuel burning338.3
        - Travel123.0
        - Waste 71.8
        - Household consumption61.5
Table 8. The political frame.
Table 8. The political frame.
Sub-FramesNo of Articles%
Climate justice348.6
International cooperation in coping with climate change164.0
Debate/conflicts around climate issues153.8
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Dang, T.K.P. Climate Change Communication in Vietnam’s Online Newspapers and Its Implications for Climate Actions. Sustainability 2025, 17, 1354. https://doi.org/10.3390/su17041354

AMA Style

Dang TKP. Climate Change Communication in Vietnam’s Online Newspapers and Its Implications for Climate Actions. Sustainability. 2025; 17(4):1354. https://doi.org/10.3390/su17041354

Chicago/Turabian Style

Dang, Thi Kim Phung. 2025. "Climate Change Communication in Vietnam’s Online Newspapers and Its Implications for Climate Actions" Sustainability 17, no. 4: 1354. https://doi.org/10.3390/su17041354

APA Style

Dang, T. K. P. (2025). Climate Change Communication in Vietnam’s Online Newspapers and Its Implications for Climate Actions. Sustainability, 17(4), 1354. https://doi.org/10.3390/su17041354

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