Master and sub frames used by the Sierra Club to communicate with its members and the
public were identified in Sierra Club chapter newsletters, regional and national newspapers
via content analysis to identify the occurrence of message frames and sources. Frames in
three areas–drilling in the Arctic National Wildlife Refuge (ANWR), coal-fired power plants
(CFPP), and sprawl–were analyzed. Sprawl was the most mentioned subject in all three
media. Sierra Club themes were found infrequently, suggesting the need to focus frames …