A renewable light unto the nations? Modelling the limits of culturally appealing climate frames: a case study from Israel

This study examines why some climate frames lose their discursive dominance over time despite successfully appealing to the cultural values and beliefs of the target audience. It argues that while ‘cultural climate frames’ are more effective in garnering public attention than frames emphasizing the science of climate change, they eventually lose strength if the value they promote no longer applies to the material context in which they communicate. The article uses Israel as its case study to examine why it officially abandoned its pro-climate policy in 2015 after enthusiastically promoting it since 2007. Critical discourse analysis of 58 semi-structured interviews with key policy actors, five public opinion surveys, media coverage, and government protocols identifies ten distinct frames that dominate Israeli climate discourse. It points to the ‘climate techno-opportunity’ framing as the most prominent among the ten frames due to its strong cultural appeal to both secular and religious Jewish audiences that commonly view Israel as a ‘start-up nation’ or as a ‘light unto the nations.’ The framing, however, ultimately lacked scientific validity or the resilience to survive the high-profile bankruptcies of several Israeli cleantech companies, and Israel’s 2010 natural gas discoveries that provided a quicker solution to Israel’s energy sector.