Communication ETDs

Publication Date

Spring 5-16-2026

Abstract

This study examines how fossil fuel advertising may influence climate change coverage by comparing The New York Times, which publishes fossil fuel advertisements, and The Guardian, which has banned them. Drawing on the Hierarchy of Influences and Social Responsibility Theory, the study uses ethnographic content analysis by analyzing (n=104) articles between 2022 and 2025 to examine framing, source usage, tone, and emphasis. Findings indicate that The New York Times more frequently framed climate change through political and economic lenses and relied heavily on government and business sources. In contrast, The Guardian more often employed scientific framing, cited researchers, and emphasized urgency and climate justice. Although The New York Times claims it is not affected by advertising revenue, this study shows this is not the case. As long as news outlets continue accepting revenue from fossil fuel advertising, the divide between advertising and editorial departments will remain a formality.

Language

English

Keywords

climate change, advertising, the new york times, the guardian, fossil fuels, advertising

Document Type

Thesis

Degree Name

Communication

Level of Degree

Masters

Department Name

Department of Communication and Journalism

First Committee Member (Chair)

Mohammad Yousuf

Second Committee Member

Jaelyn deMaria

Third Committee Member

Michael Lechuga

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