The Rise of "New Denial": How Climate Misinformation is Evolving Online
The era of outright climate change denial is fading, replaced by a more insidious form of misinformation. As tangible climate impacts become increasingly undeniable, those opposed to climate action have shifted their tactics. Instead of rejecting the reality of climate change, they now sow doubt about the effectiveness of solutions, promote the supposed benefits of a warming planet, and frame climate policies as oppressive government overreach. This "new denial" is rapidly gaining traction online, fueled by influential figures and well-funded media campaigns.
This shift in messaging is evident in the content circulating on popular online platforms. A 2023 study by the Center for Countering Digital Hate revealed that these new denial narratives constituted 70% of climate-related misinformation on YouTube, a significant jump from 35% in 2018. This trend is alarming, given the growing reliance on social media for news, particularly among younger demographics. Research from Pew indicates that a substantial portion of US adults, and especially those under 30, regularly get their news from social media influencers, making them susceptible to these misleading narratives.
A Yale Climate Connections analysis, building on work by Media Matters for America, found that the majority of the most popular online shows have spread false or misleading information about climate change. These shows, predominantly right-leaning, often feature prominent influencers who promote the new denial playbook. Figures like Jordan Peterson and Charlie Kirk, for instance, have characterized climate concern as a "pseudo-religion," while others, including Joe Rogan, Ben Shapiro, and Russell Brand, have platformed known climate deniers whose claims have been repeatedly debunked by the scientific community. This platforming lends credibility to these misleading narratives and amplifies their reach.
Conspiracy theories are a central element of the new denial. Influencers increasingly portray climate change as a fabricated crisis designed to give governments greater control over their citizens, echoing similar conspiracies surrounding COVID-19. This narrative, as identified by Tortoise Media, has seen a significant rise in popularity, particularly on platforms like YouTube and X (formerly Twitter). Their research, titled "Hot Air," showed a substantial increase in climate-skeptic posts on these platforms between 2021 and 2024, with the "control" narrative representing a significant portion of this content. This convergence of climate skepticism with other conspiracy theories creates a potent and dangerous mix of misinformation.
The new denial talking points are not confined to the online fringe. They have found their way into the political mainstream, with some members of the new Trump Administration echoing these sentiments. This normalization of misleading climate narratives within positions of power further legitimizes the misinformation and undermines public trust in climate science and policy. The pervasiveness of these narratives across different spheres of influence—online, political, and media—demonstrates the significant challenge posed by new denial.
The spread of new denial is significantly aided by the substantial financial backing of conservative media outlets. Right-leaning online shows, as identified by Media Matters, generally boast much larger audiences and higher engagement rates than their left-leaning counterparts, thanks in part to significant marketing budgets. Organizations like PragerU, known for its polished video content promoting new denial narratives, invest heavily in marketing to ensure their message reaches a wide audience. This financial asymmetry allows misleading narratives to dominate the online space and outpace efforts to promote accurate climate information.
Despite the pervasive nature of this misinformation campaign, it is crucial to remember that the majority of Americans acknowledge the reality of climate change and support action to address it. However, the success of new denial in spreading its narratives highlights the critical need for increased investment in accurate and accessible climate information. Combating the spread of misinformation requires not only debunking false claims but also investing in robust public communication campaigns that can effectively counter the well-funded disinformation machine and empower the public with accurate knowledge. The challenge lies in effectively communicating the truth about climate change with the same reach and impact as the purveyors of misinformation.