The Rise of "New Denial": How Misinformation is Shaping the Climate Change Narrative
The landscape of climate change discourse has undergone a significant shift. Outright denial of climate change is waning, supplanted by a more insidious form of misinformation dubbed "new denial." This strategy eschews outright rejection of global warming and instead focuses on undermining climate solutions, exaggerating the supposed benefits of a changing climate, and framing pollution reduction policies as instruments of government control. This shift is evident in online platforms, particularly YouTube, where these new denial narratives comprised 70% of climate-related claims in 2023, a stark increase from 35% in 2018. This evolution presents a formidable challenge to climate action as it subtly sows doubt and erodes public support for necessary policies.
The rise of "new denial" is intricately linked to the evolving media landscape. Social media influencers, often with massive followings, play a crucial role in disseminating information, with approximately one in five US adults regularly getting their news from these sources. A Yale Climate Connections analysis reveals that eight of the top ten most popular online shows have propagated false or misleading information about climate change. Furthermore, Media Matters for America has documented the dominance of right-leaning influencers in digital media, amplifying the reach of these "new denial" narratives. Influencers like Jordan Peterson and Charlie Kirk have even framed concern about climate change as a "pseudo-religion," further polarizing the issue.
This new wave of climate misinformation employs a sophisticated playbook. It focuses on discrediting the effectiveness of climate solutions, highlighting supposed benefits of a warming world, and promoting conspiracy theories about government control. Influential figures like Joe Rogan, Ben Shapiro, and Russell Brand have provided platforms for climate denier Bjørn Lomborg, despite pleas from climate scientists about his misrepresentation of scientific data. This amplification of misinformation, often cloaked in scientific-sounding language, muddies the waters and makes it harder for the public to discern fact from fiction.
The "control" narrative within "new denial" portrays climate change action as a tool for governmental oppression, mirroring similar conspiracies about COVID-19 mitigation efforts. This narrative has found fertile ground online, with a Tortoise Media analysis revealing a significant increase in climate denial content across platforms like YouTube and X (formerly Twitter). The study, titled "Hot Air," found a 43% increase in climate skeptic posts on YouTube and an 82% surge on X between 2021 and 2024. Alarmingly, claims framing climate change as a tool of control now represent about 36% of climate skeptic content on YouTube and 40% on X. This convergence of COVID-19 skepticism and climate denial further strengthens the "control" narrative, appealing to a broader audience distrustful of government authority.
The infiltration of "new denial" into mainstream politics is a concerning development. Members of the Trump administration have echoed these talking points, with Energy Secretary Chris Wright touting the "pluses to global warming" and EPA Administrator Lee Zeldin denouncing climate change concern as a "religion." This legitimization of misinformation by political figures further complicates efforts to address climate change, as it reinforces the narrative of doubt and undermines public trust in science and policy. The politicization of climate change impedes productive discussions and hinders the implementation of effective solutions.
The propagation of "new denial" is fueled by substantial financial backing. Conservative media outlets, like PragerU, dedicate significant resources to marketing their message. Major conservative donors have invested heavily in building online platforms and disseminating their narratives, creating a well-oiled machine for spreading misinformation. This financial asymmetry, where proponents of climate action lack comparable resources, contributes to the widespread reach of "new denial." Organizations like The Daily Wire, co-founded by Ben Shapiro, have benefited from substantial investments from fossil fuel billionaires, allowing them to expand their reach and influence significantly. This disparity in resources underscores the need for increased funding and support for accurate climate communication to counter the pervasive influence of misinformation. Despite these challenges, the majority of Americans acknowledge the reality of climate change and desire action. A greater investment in communicating accurate information could significantly strengthen public support for climate solutions and counter the insidious effects of "new denial."