Here is an article on the importance of framing in discussions of environmental issues:
George Lakoff | Why Environmental "Framing" Matters
George Lakoff, The Huffington Post: "EcoAmerica is soon to make public a report on the framing of the environment called 'Climate and Energy Truths: Our Common Future.' The New York Times, on May 1, 2009, ran a front-page story on the report by John M. Broder called 'Seeking to Save the Planet, With a Thesaurus.' It amounted to a belittlement of the report."