Abstract

After a brief analysis of different theoretical considerations about relationships between storytelling, public communication and cultural industry, the paper will discuss those narrative elements that have defined frames, scripts and rhetorics of media coverage and social representation of climate change over recent years. The main section of the work focuses on a particular area of weather and climate public communication: the weather forecasting. Considering the case study of «weather personifications», which media discourse used to cover the weather conditions of spring/summer 2012, the analysis will examine the main general frames and imaginaries that have allowed the building of a public narrative about climate change.