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This study aims to investigate the language features (framing analysis) used in reporting climate change issues in online media and their potential effect on triggering reader apathy.

The research adopts a mixed-method approach, combining discourse analysis and survey. The data for this research is derived from news articles published between 2023 and 2024 in Indonesia’s three largest online media platforms. The Apathy Evaluation Scale assessed 305 people’s apathetic attitudes toward climate change.

The findings reveal that many respondents exhibit moderate apathy toward climate change issues. The research establishes a correlation between the frequency of news consumption and apathetic attitudes toward climate change. The findings identify four aspects that are likely to contribute to triggering apathetic behavior among readers of online media reporting on climate change: the dominant focus of the news, the explanation of potential impacts of climate change, contextual factors and the clarity of information sources.

This study offers valuable recommendations for policymakers and relevant organizations, empowering them to develop effective educational initiatives and formulate impactful climate change reporting strategies in mass media. These findings can motivate action and change, ensuring a more informed and engaged public.

More research is still needed on framing analysis of reporting on climate change issues in online media using language framing theory. The findings of this research have the potential to make a substantial contribution to the advancement of science, particularly in linking language and the environment.