We live in a time of changing climate and global warming, creating an urgency for policy- and societal ameliorative action. Increasing climate change skepticism in the Anglo-Saxon parts of the world as well as in Europe risks delaying urgent actions needed. This thesis studies a climate skeptical blog site and network in Sweden, Klimatupplysningen, and analyzes strategies used. A comparative framing analysis is conducted where frames compiled from previous research is searched for and analyzed in a randomly selected material of 150 blog posts.

The results from the research show that strategies and frames from previous research to a large extent match those in Klimatupplysningen. Two new frames appeared from the material; Media & Debate and Humor. The new frames are indicative of a contextuality of online social media as main platform for communication and networking. More research is needed on effects on audiences from blogs and other social media.