Abstract

As the mediating actor of policy and action, Bangkok Metropolitan Administration (BMA), in 2007, began initiating several green campaigns targeting citizens and established a long-term plan for coping with this issue in the BMA Action Plan on Global Warming Mitigation (2007–2012). However, the public environmental behaviours have not significantly improved, as can be seen in the rising GHG emissions. Even though campaign success can be identified by quantitative assessment, the qualitative approach can help to indicate what needs to be fixed. Therefore, this research will identify and analyse the frames used in four major media campaigns in Bangkok and frames held by target audience members. The textual analysis is used with the former while survey is conducted for the latter. After comparing the results from both methods, it turned out that both the political and economic frame and the scientific frame appear more than the social and cultural frame in both data sets reflecting the meta-frames of urban dwellers. The campaigns are successful in informing, as they communicate a similar frame to what Bangkok residents have.