“Freedom” is often a Republican talking point, but Vice President Kamala Harris is trying to reclaim the concept for Democrats as part of her campaign for the presidency. In a speech at the Democratic National Convention last month, she declared that “fundamental freedoms” were at stake in the November election, including “the freedom to breathe clean air and drink clean water and live free from the pollution that fuels the climate crisis.”
A new study suggests Harris might be onto something if she’s trying to convince voters torn between her and former President Donald Trump. Researchers at New York University found that framing climate action as patriotic and as necessary to preserve the American “way of life” can increase support for climate action among people across the political spectrum in the United States.
“It’s encouraging to see politicians adopting this type of language,” said Katherine Mason, a co-author of the study and a psychology researcher at New York University. Based on the study’s results, she said that this rhetoric “may bridge political divides about climate change.”
Some 70 percent of Americans already support the government taking action to address climate change, including most younger Republicans, according to a poll from CBS News earlier this year. Experts have long suggested that appealing to Americans’ sense of patriotism could activate them.
The framing has taken shape under President Joe Biden’s administration, which has pushed for policies to manufacture electric vehicles and chargers domestically “so that the great American road trip can be electrified.” Harris underscored this approach to climate and energy in Tuesday’s presidential debate with Trump, emphasizing efforts to craft “American-made” EVs and turning a question about fracking into a call for less reliance on “foreign oil.”
Mason’s new study, published in the journal Proceedings of the National Academy of Sciences, is the largest to date on the effects of patriotic language around climate change, with almost 60,000 participants across 63 countries. Americans read a message declaring that being pro-environment would help “keep the United States as it should be,” arguing that it was “patriotic to conserve the country’s natural resources.”
The text was illustrated by photos of the American flag blowing in the wind, picturesque national parks, and climate-related impacts, such as a flooded Houston after Hurricane Harvey and a Golden Gate Bridge shrouded in an orange haze of wildfire smoke. Reading it increased people’s level of belief in climate change, their willingness to share information about climate change on social media, and their support for policies to protect the environment, such as raising carbon taxes and expanding public transit.
The researchers wanted to test a psychological theory that people often defend the status quo, even if it’s flawed, because they want stability, not uncertainty and conflict. “This mindset presents a major barrier when it comes to tackling big problems like climate change, as it leads people to downplay the problem and resist necessary changes to protect the environment,” Mason said.
For decades, environmental advocates have called on people to make sacrifices for the greater good — to bike instead of drive, eat more vegetables instead of meat, and turn down the thermostat in the winter. Asking people to give up things can lead to backlash, said Emma Frances Bloomfield, a communication professor at the University of Nevada, Las Vegas. The framing in the study flips that on its head, she said. “It’s not asking people to sacrifice or make radical changes, but in fact, doing things for the environment will prevent the radical change of the environmental catastrophe.”
Bloomfield, who has studied how to find common ground with conservatives on climate change, wasn’t surprised the study found that appealing to patriotism worked in the United States. In other countries, however, the results were less clear — the patriotic language saw some positive effects in Brazil, France, and Israel, but backfired in other countries, including Germany, Belgium, and Russia.
Bloomfield urged caution in deploying this strategy in the real world, since it could come across as trying to manipulate conservatives by pandering to them. “Patriotism or any kind of framing message, I think, can definitely backfire if it’s not seen as an authentic connection on values,” she said.
Talking about a global environmental problem in an overly patriotic, competitive way could be another pitfall. Earlier this year, a study in the journal Environmental Communication found that a “green nationalist” framing — which pits countries against one another in terms of environmental progress — reduced people’s support for policies to limit greenhouse gas emissions. Natalia Bogado, the author of that study and a psychology researcher in Germany, said that the new study in PNAS makes “no reference to the key characteristics of nationalism, but only briefly mentions a patriotic duty,” which might partly explain the different results.
If executed smartly, though, appealing to regional loyalty can lead to support for environmental causes. Take the “Don’t Mess With Texas” campaign, started in the late 1980s to reduce litter along the state’s highways. Its target was the young men casually chucking beer cans out their truck windows, believing littering was a “God-given right.” Instead of challenging their identity, the campaign channeled their Texas pride, with stunning results: Litter on the roads plunged 72 percent in just four years. Today, the phrase has become synonymous with Texas swagger — so much so that many have forgotten it was initially an anti-litter message.
