"Using elements of framing and grounded theory, a qualitative interpretive case study analysis of environment and sustainability related articles from a leading English language fortnightly magazine in India reveals that highly emotive frames are being used in media construction of the environment and sustainability discourse in India. While the research findings suggest that stock themes from the international framing repertoire are in use, they also indicate that distinctive new frames are being employed that could assist in instigating social change and refashioning public attitudes." (Abstract)