Making the Invisible Visible: Framing Strategies for Digital Footprint Awareness
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2025-07-01
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en
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Amid the rising environmental impact of digital technologies, this study investigates how strategic communication, specifically positive versus negative framing, can enhance corporate awareness of digital footprints. While sustainability gains traction, many organizations remain unaware of emissions linked to their digital operations. Drawing on Goffman’s framing theory, this research examines how Dutch digital agencies respond to framed sustainability messages, and how corporate culture moderates these effects.
Using a qualitative, exploratory and deductive research design, semi-structured interviews were conducted with six digital agencies and one academic expert. Respondents were presented with both positive and negative frames about digital sustainability. Thematic analysis revealed that positive framing elicited more engagement, reflection, and willingness to act, while negative framing triggered defensiveness or urgency.
Corporate culture, particularly sustainability orientation, decision-making logic and openness to change, emerged as key moderating factor. Findings suggest that positive framing, when aligned with organizational values, can effectively raise awareness and promote sustainable digital practices in the corporate sector.
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Faculteit der Managementwetenschappen