Beyond the Text: Visual Framing of Geothermal Energy in News Media

The global climate crisis compels nations to pursue clean and sustainable energy sources to meet the demands of both economic and decarbonisation goals. Geothermal energy is a critical component of this transition, yet its utilisation is often hindered by varying public perceptions. News media content plays a pivotal role in shaping risk perceptions of deep geothermal energy exploration and production. Despite research into how text-based news media influences public perception, there is a notable gap in understanding the extent to which visual framing shapes public perceptions and attitudes towards geothermal energy. This research employs an image cluster approach to analyse how geothermal energy is visually framed in news media in the Philippines, Kenya, Germany, and Australia. We also examine whether visual representations include or marginalize local communities. By categorizing visual motifs ranging from industrial techno-optimism to localized environmental impacts and comparing across various contexts, we explore how visual narratives may shape perceived acceptability of deep geothermal projects. This work advocates the inclusion of social science within transition pathway design, ensuring that modelled scenarios of the energy transition are grounded on social reality, making them not only technically feasible but socially just and inclusive.