Why it Matters How We Frame the Environment
This article, by George Lakoff, discusses how we frame our messages about the environment and how different types of framing influence how people react to the message. Lakoff discusses the different sectors of society (for instance, progressive or liberal versus conservative), and how their messaging differs, as well as the different ways that people interpret messages. Finally, Lakoff describes the need to frame messages in a way that doesn't make "the environment" a separate concept from the rest of society.
Lakoff, G. (2010). Why it Matters How We Frame the Environment. Environmental Communication, 4(1), 20-81.