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Large-scale decrease in the social salience of climate change during the COVID-19 pandemic.

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Climate change attention on social media significantly decreased by 80% during the COVID-19 pandemic. New communication strategies focusing on systemic sustainability are needed for climate change awareness.

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Area of Science:

  • Environmental science
  • Social science
  • Communication studies

Background:

  • Growing concerns exist regarding waning public attention to climate change amidst intensifying global crises.
  • Understanding public engagement with climate change on social media is crucial for effective communication.

Purpose of the Study:

  • To analyze trends in climate change discourse on social media.
  • To develop a social media salience index (SMSI) for climate change.
  • To assess the impact of competing global events on climate change communication.

Main Methods:

  • Analysis of billions of aggregated and de-identified link shares and reshares on Meta's Facebook platform in the US (August 2019 - December 2020).
  • Identification and quantification of link shares related to "climate change" and "global warming" to create the Climate SMSI score.

Main Results:

  • A substantial 80% decrease in climate change content sharing and resharing was observed as COVID-19 spread in spring 2020.
  • Climate change salience experienced a temporary resurgence in autumn 2020, coinciding with major wildfires and droughts in the US.
  • Post-rebound, content sharing and resharing returned to low levels, indicating a persistent challenge in maintaining climate change focus.

Conclusions:

  • Climate change communication faces significant challenges due to competing global crises.
  • The study highlights the need for innovative climate communication strategies.
  • A focus on "systemic sustainability" is proposed as a potentially more effective approach to engage the public amidst competing global issues.