Endless tug-of-war: impact of social media on science communication of climate change

Abstract

The pervasiveness of social media in contemporary society necessitates a comprehensive, particularly by climate scientists, an understanding of social media's undeniable impact on the mass communication and perception of climate change by the "commons". This thesis provides an in-depth exploration into the multifaceted role that social media plays in the dissemination of, and – of course, most importantly – the public understanding of the incredibly complex issue of climate change. The study also further delves into the trajectory of science communication and climate change communication, providing a historical backdrop against which the emerging role of social media is investigated thoroughly. The undeniable capability of modern social media platforms to either augment public comprehension of climate change or contribute to misinformation and misunderstanding is critically evaluated, with a particular emphasis on the phenomenon of online polarization – an agonizing development that can dangerously shackle even the most careful climate communicator. An analysis of various polarized climate change topics on social media uncovers key actors and narratives that significantly shape the public discourse surrounding this critical issue. Parallel to this, the research contrasts the strategies adopted by mainstream media with the logic of effective climate change communication. The examination uncovers inherent contradictions between the two, largely driven by differing business models and journalistic practices that had lead mainstream media platforms for decades, which can ultimately impact public perception and action towards climate change. Moreover, the study sheds light on current trends in climate change communication across different social media platforms. It scrutinizes their potential and the challenges they pose in fostering widespread climate change awareness and inspiring public action. The findings underscore the complexity and multi-dimensionality of climate change communication in the digital age. A nuanced understanding of these dynamics offers scientists, communicators, and policymakers vital insights to develop more effective strategies for engaging the public in climate change discussions and inciting action. In summation, this thesis emphasizes the pressing need to navigate the challenges and seize the opportunities presented by social media. On one hand, the social media platforms provide an incredible opportunity: the ability to reach millions of people with the click of a button. On the other hand, the deep polarization probability of such communication rings the alarm bells, constantly. Regardless, an effective use of the social media platforms by climate change communicators (mostly climate scientists), is expected to enhance the public's general understanding of climate change science, reduce polarization that diminishes public discourse, and stimulate informed action towards developing effective mitigation, adaptation and resilience strategies, all of which are crucial steps in confronting the climate crisis.