Milfont, Taciano L.Barkle, Kirsty2026-08-182026-08-182026https://hdl.handle.net/10289/18550Antimicrobial resistance (AMR) makes infections harder to treat due to developing resistance to the antibiotics, and it is a growing global threat in modern society. What once would have been easily managed and treatable illnesses, are now becoming increasing difficult to manage via antibiotics and having prolonged and more complicated illnesses. Emerging research suggests challenges in addressing AMR extend beyond scientific and medical factors, but also how the issue is framed and communicated to the public. Therefore, this thesis aims to investigate and understand how AMR has been portrayed and communicated in the media to the public of Aotearoa New Zealand and examine how different future-oriented narratives influence public attitudes and affect behavioural intentions towards addressing the AMR issue. Study 1 employed a quantitative thematic media analysis grounded in agenda-setting theory to examine how AMR was portrayed in New Zealand media over a 15-year period (2010–2024). An analysis of 226 media summary articles was conducted to reveal that coverage was largely reactive and episodic, with fluctuating salience over time. While crisis framing was prominent, particularly during periods of heightened coverage, the media narratives often lacked sustained local accountability and clear calls to action, potentially hindering for long-term public engagement with AMR in New Zealand. Building on from these findings, Study 2 was pre-registered using an in between subjects experimental survey design to assess how different future framings of AMR (crisis, hopeful, and neutral) influenced public attitude and engagement. A nationally representative sample of New Zealand adults (N = 1,648) was randomly assigned to one of three future scenario conditions set in New Zealand 2060. Results indicated that the crisis framed condition reported significantly stronger collective action intentions and more supportive attitudes toward addressing AMR than hopeful framings, while private-sphere behavioural intentions did not differ across conditions. Together, these findings demonstrate that future-oriented and credible communication plays a critical role in shaping sustained public engagement with AMR as a long-term societal health challenge in Aotearoa New Zealand.enAll items in Research Commons are provided for private study and research purposes and are protected by copyright with all rights reserved unless otherwise indicated.Thesis