Unraveling Climate Change Narratives in Thai Media: Exploring Discourse, Misconceptions, and Marginalized Perspectives

Authors

  • Napat Wesshasartar Master of Arts Student, Environmental Social Sciences Program, Faculty of Social Sciences and Humanities, Mahidol University, Nakhon Pathom, Thailand
  • Kanang Kantamaturapoj Major advisor, Department of Social Sciences, Faculty of Social Sciences and Humanities, Mahidol University, Nakhon Pathom, Thailand

Keywords:

Climate Change, Narratives, Thai Media, Communication Strategy

Abstract

Climate change is an undeniable global challenge with far-reaching impacts, including altered weather patterns that threaten food security and rising sea levels that increase the risk of catastrophic flooding. According to the Global Climate Risk Index 2025 published by Germanwatch, Thailand ranks 30th among countries most affected by extreme weather events in the long-term index (1993–2022) (Germanwatch, 2025). This ranking reflects the human and economic impacts of climate-related events such as storms, floods, and heatwaves over the assessed period. This study investigates how climate change is portrayed in Thai media and assesses the effectiveness of related communication strategies. Eighteen key informants representing six stakeholder groups-traditional media, digital media, vulnerable groups, NGOs (Non-governmental organizations), experts, and corporations-were interviewed in-depth between May and July 2025. The data were analyzed according to seven themes identified in the literature: (1) employing frames that resonate and engage, (2) communicating the existence of scientific consensus, (3) prioritizing accuracy goals over directional goals in climate change communication, (4) utilizing credible messengers, (5) incorporating authoritative scientific information, (6) presenting both problems and solutions, and (7) mobilizing action. The research identifies key discourse patterns, misconceptions, and marginalized perspectives within Thai media, aiming to enhance understanding of climate communication strategies and bridge the gap between local and global perspectives. By addressing these discrepancies, this study seeks to promote informed public discourse and contribute to more effective climate action in Thailand.

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Published

2026-06-22

How to Cite

Wesshasartar, N., & Kantamaturapoj, K. (2026). Unraveling Climate Change Narratives in Thai Media: Exploring Discourse, Misconceptions, and Marginalized Perspectives. Sahasat: Journal of Social Sciences and Humanities, 26(1), 105–125. retrieved from https://so02.tci-thaijo.org/index.php/sahasart/article/view/284065

Issue

Vol. 26 No. 1 (2026): January - June

Section

Research Article

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