The Social Psychology of Framing: The Emotional Content of Finnish Anti-Wind Power Frames

Protests against wind power have become increasingly common in Western countries and in Finland. This article explores various anti-wind farm frames and their emotional dynamics and content. The framing approach highlights cognitive and constructive rather than emotional aspects. However, social-psychological understanding of emotions enables us to recognise those types of emotions that give content to a specific frame and are essential to understanding individual motivations for building frames and joining protests. This article points out three anti-wind farm frames: Nimby (love, feelings of security, fear of disruption, and anger); populist (experience of helplessness, fear, grief and anger); and environmentalist (concern and respect). The frames reveal how online activisms oriented towards the same cause and goal arise from multiple emotional contents, indicating the actors’ concerns over the effects of wind turbines on their own well-being and reflecting their own different positions.