How the media talks about climate issues shapes public understanding of these issues. This article explores the news media debate about aviation and climate change in the US between 2016 and 2020. It finds that news coverage focused mostly on industry-led solutions, such as new technology and carbon offsetting. By contrast, reducing demand for flying was given little attention, despite the importance of demand-side action in meeting climate goals for aviation. The study highlights the need for more balanced coverage that includes demand-side perspectives to help shift high-carbon norms alongside technological developments.

Media has played an important role in bringing attention to aviation's climate impact during the past decade. To understand how the media might impact public concern around this issue, it is important to study how it is framed in public discourse. Using topic modeling and network analysis, we investigate the news media debate about aviation and climate change in the US from 2016 to 2020. Based on a sample of 898 news articles collected from the All the News 2.0 dataset, we identify four frames: Technology and economy, Policy and regulation, Lifestyle and youth activism, and Disruptive protest. The dominant frame (Technology and economy) appeared in outlets of all political orientations and aligned with industry perspectives, reinforcing mainstream ideas about aviation's societal importance and emphasizing technology-focused mitigation strategies that reproduce business as usual. While actors such as Greta Thunberg and Extinction Rebellion were central in elevating alternative frames highlighting the importance of demand reductions, such frames remained relatively marginal. By demonstrating how dominant media frames around aviation and climate change divert attention from demand management, the paper highlights the need for more balanced media coverage that incorporates such perspectives alongside industry-led approaches to support meaningful climate action.

US news media downplays cutting air travel demand, favoring industry-led solutions that legitimize aviation growth.