6. Discussion and Conclusion
6.5 Limitations of the Study
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communication practitioners might find it useful to note how their organisations are compared to the broader national setting. They could use the information to adjust their existing corporate governance strategies to better align with the mainstream message on how to understand and approach climate change.
6.5 Limitations of the Study
The study has some limitations that may inspire future research. First, due to the proportional random sampling method, eNGOs in Chinese and South African tended to make up a small proportion of the overall sample of eNGOs. Furthermore, some of this sample from China and South Africa had no frame. As a result, eNGOs from these two nations tended to be comparatively underrepresented, which may have affected the results. Future studies could explore alternative sampling methods or perform a framing analysis of eNGOs independently.
Second, the sociological theory of fields allows for the treatment of governance actors, both state and non-state, as consequential actors. However, only limited archival data was used on these governance actors. Future studies could include these actors into the content analysis as their inclusion may yield a wealth of information on the preferred national frames as well as their framing and reasoning devices. Third, at the national level, the study limited itself to between organisation comparisons. According to the sociological theory of fields, such sectors may form part of professional bodies that function as semi-independent fields. Thus, it is possible that further classifying organisations into distinct types may yield additional data. For example, such findings may show a frame resonance in specific corporate sectors in the US. Future studies seeking this approach may wish to specifically focus on corporate actors and use a stratified sampling method to ensure representation of these elements. Another limitation results from the researcher continuing as the primary coder. As with any content analysis study, there is often the risk of researcher bias. To overcome such
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bias, the research implemented two tools. First, an intercoder reliability test was conducted to ensure the validity of content categories. Second, the researcher regularly went back and forth between previous and new codes to compare and see whether coding was done consistently.
Nevertheless, future researchers could further mitigate the concern through additional coders.
Finally, the data source of the study, webpages, reflects ideal situations. Specifically, it forms part of an actor’s public image and communication strategy. Thus, it may not reflect reality.
Future studies may wish to collect comparable data, such as case studies, to shed light on how organisations’ website frames compare to actual cases.
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