I have analyzed two weeks of broadcast news stories that appeared on America’s seven largest TV networks as well as Canada’s CTV network. In just over 1,500 stories about hurricanes, “Trump” was discussed in 907 of those stories (or about 60 per cent), while “business” was discussed in 572 of those stories (or about 38 per cent).

“Climate change” was discussed in just 79 of the hurricane stories — or about five per cent.

In his seminal 2010 paper “Why It Matters How We Frame the Environment,” published in the journal Environmental Communication, the American linguist and philosopher George Lakoff offered that the world is made up of frames. “Framing” is how our neural system defines a concept by grouping together what goes with — or gets framed with — that concept. Our brains are wired this way.

For example, when you read “climate change,” your brain immediately frames the concept of climate change with certain words and concepts. Everyone cognitively frames “climate change” somewhat differently, but there might also be large overlaps. Terms like “fossil fuels” and “human activity” might be in many people’s climate change frames, although frames can differ widely. (Think, for example, of climate change skeptics.)

Not surprisingly, the news media plays a significant role in how our brains frame concepts. The more the media frames a story by associating it with certain words and concepts, the more likely we are to use those same words and concepts in our own framing.

And conversely, if the news media never framed a story using certain concepts, there is “hypocognition,” or as Lakoff proposed, a “lack of ideas we need.”

So what is the hypocognition of the recent broadcast coverage of the hurricanes that have ripped apart the Caribbean and southern U.S.? What ideas are absent that we should be including in our own framing of hurricanes?

The fundamental answer is that climate change and extreme weather (i.e., hurricanes) need to be framed together more often. As scientists have pointed out, while climate change is not causing the weather, it is definitely exacerbating the weather. But increasingly adding climate change to the extreme weather frame is only the tip of the (yes, melting) iceberg. Alternatives to “business as usual” need to be part of the media’s, and our, extreme weather frames.

Of those 1,500 broadcast news stories involving hurricanes, only four also mentioned “fossil fuels,” and not a single news broadcast discussed “alternative energy.”

Similarly, while “economy” is discussed in 187 of the hurricane news stories, only 18 stories discussed hurricanes, the economy and climate change together; and not one story explored the links between an economic model based on endless growth, and the implications of this endless growth for the planet and climate change.

At the heart of the environmental crisis, Lakoff proposed, is the lack of frames that involve solutions. The recent framing of hurricanes bears this out.

In times of crisis, there are many immediate and urgent stories that need to be told about lives and loss, bravery and struggle. But crisis also provides an opportunity for change — an opportunity to shift our frames and include the ideas we desperately need.

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So far, that opportunity seems to have been missed. Meanwhile, the oceans get warmer.

Jennifer Good is an associate professor of communication, popular culture and film at Brock University. Her analysis of media outputs was conducted between Aug. 25 and Sept. 8, using the Lexis Nexis Broadcast Transcripts database

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