Media Frame Development of Direct Air Capture 2011-2023: A Comparative Analysis of Europe and North America

Media portrayal of direct air capture (DAC) matters for public opinion and policy. How is DAC framed in the North American and European press, are there differences between the two, and what are the implications for public perceptions of DAC? This study provides an insight into the media frames of DAC in North American and European news articles, for the period 2011-2023. With no prior work on this topic, five generic media frames were used for classification purposes. While the study is intended to be exploratory rather than definitive, European articles were found to be more critical than North American articles, more often viewing DAC as an expensive mitigation option. North American articles highlighted the lack of government financial support for DAC. The employment and economic potential of DAC was acknowledged in both newspaper datasets. Although DAC is relatively little framed in relation to human interest, morality, or conflict, these frames may be important in shaping public opinion in future.