This study examined how outdated media framing can disturb rural place attachment. Evaluating this concept against the backdrop of south Lincoln County, Montana, which is nearing the end of a years-long EPA Superfund cleanup, over 100 regional visitors were surveyed to learn if media framing affected place-attachment sentiments. The investigation revealed that existing news stories, some up to 15 years old, may be playing a lingering and consequential role in attracting first-time destination seekers to the region, in support of framing theory. Furthermore, these findings also lend credence to the significance of sound Internet search-engine optimization practices, and provide an immediate path forward towards community growth and viability
