Observers, victims or part of the problem? Exploring affective images of climate change obtained by word associations / ¿Observadores, víctimas o parte del problema? Explorando las imágenes afectivas del cambio climático obtenidas mediante asociaciones de palabras

Abstract How do Spaniards frame climate change? Is it something negative and depressing? Is it an environmental question or a human issue? What is their perceived role? Are they mere observers, victims or part of the problem? To explore these issues, in a series of opinion polls prepared in Spain in 2008, 2010 and 2012, the interviewed persons were asked, ‘Which is the first thought or image that comes to your mind whenever you hear talk of climate change?’ A large majority of the registered associations mention adverse effects or contain negative appraisals. The preponderance of the associations related to the effects of climate change over those that refer to its causes or solutions indicate that the respondents see themselves more as affected by the consequences than as causal agents or actors capable of providing proper answers. Clear similarities between this social framing and the media framing have been found.