The Urgent Need for Climate Change Information on Social Media
Climate change is rapidly transforming our planet, posing an unprecedented threat to human societies and ecosystems. Yet, this critical issue remains largely absent from the social media feeds of millions, hindering public awareness and action. This is particularly alarming given the increasing reliance on social media as a primary news source, especially among Black and Hispanic/Latino communities. The pervasiveness of climate change misinformation online further complicates the issue, actively shaping public perception and obstructing effective policymaking. The lack of readily available, accurate information on social media platforms represents a significant barrier to addressing this global crisis.
Existing research underscores the influential role of social media in shaping public understanding of climate change. Studies have demonstrated that exposure to credible climate information on these platforms can enhance both awareness and a sense of personal efficacy – the belief that individuals can contribute to mitigating the problem. However, a 2023 Oxford University survey revealed a concerning gap: while roughly half of American respondents encountered climate change news in a given week, only a small fraction accessed it through social media. This discrepancy highlights the urgent need to prioritize the dissemination of credible climate information on these widely used platforms.
The very nature of climate change necessitates treating its coverage differently than other news topics. A Federal Communications Commission study identified essential information categories vital for community well-being, including safety, health, access to opportunities, and civic engagement. Climate change news undeniably falls under this umbrella, making its accessibility a matter of public interest. Social media platforms, as dominant distributors of information, bear a responsibility not just to avoid harming the public good, but to actively promote it. This requires a paradigm shift in media policy discussions, moving beyond content restriction and embracing affirmative approaches that prioritize the promotion of vital information.
This affirmative approach requires collaborative action between social media platforms and news organizations. While newsrooms have made strides in creating dedicated climate change accounts on platforms like Instagram, these efforts are often hampered by algorithmic limitations, smaller followings compared to main accounts, and the inherent challenges of capturing attention in a crowded digital landscape. Social media algorithms, which prioritize engagement and interaction metrics, often inadvertently bury critical information on complex issues like climate change. A concerted effort is required from platforms to adjust their algorithms, amplify credible sources, and ensure that this vital information reaches a wider audience.
Social media platforms have the capacity to revolutionize climate change communication by leveraging their vast reach and user engagement. Adapting content for the digital space, utilizing a positive and accessible tone, and incorporating visually engaging formats can make complex information more digestible and shareable. The potential of topic amplification, similar to trending topics, holds promise for highlighting important climate news and ensuring its visibility. Furthermore, collaborations between platforms and news outlets can establish a continuous flow of accurate, engaging content. Educational prompts, notifying users of significant climate events or research findings, can further enhance public awareness.
The current situation demands immediate and decisive action. Drawing lessons from past challenges with misinformation, particularly regarding health crises like the COVID-19 pandemic, social media platforms must actively address disparities in information access. They can achieve this by upranking authoritative sources, downranking misleading content, and working to ensure equitable access to credible climate information across different demographics. Just as platforms have demonstrated their ability to modify algorithms to reduce political content, they now have the responsibility to harness this power for good, prioritizing critical environmental information. The urgency of the climate crisis demands a proactive approach from these powerful information gatekeepers, working in conjunction with news organizations, to empower the public with the knowledge needed to address this global challenge.