By Davis Buyondo
Kampala, Uganda
In the ever-evolving landscape of climate change discourse, the battle against misinformation has been a persistent challenge.
However, recent findings from the Alliance for Science, in a study analysing over 300,000 climate-related news stories over six months, reveal an astonishing revelation that climate misinformation in the global mainstream print and online media is fading every time and at the brink of vanishing.
This is attributed to several factors, including internal training programs, enhanced access to information and resources for countering misinformation/disinformation, a higher standard of professionalism, and a genuine passion for climate-related topics among both reporters and newsroom managers.
This transformation has significant implications for the public understanding of climate change, policy decisions, and the future of our planet. The groundbreaking analysis conducted by the Alliance for Science unearthed a remarkable shift in the media’s portrayal of climate change.
The authors of this analysis- Mark Lynas, lead author of the study and head of research at the Alliance for Science, and Karen Stockert of Cision Media Insights Team discovered that unchallenged misinformation on climate change represented an astonishingly low 0.02% of the total climate-related media coverage during the study period.
This finding echoes the overwhelming scientific consensus on human-caused climate change, with approximately 99.7% of peer-reviewed climate papers aligning with this consensus.
According to the authors, it is essential to contextualize this small percentage within the vast volume of media coverage on climate change. This fractional proportion of misinformation, he says, is estimated to have reached a staggering 4.4 billion individuals.
“While this represents a substantial audience, it pales in comparison to the media’s potential influence on public perception and policy decisions”, says the study
The Evolution of Climate Misinformation
Intriguingly, the study revealed that climate skepticism has transformed rather than disappeared. Climate change denialism, once a dominant narrative in the media, has given way to a new approach termed ‘delayism.’
Instead of outright denial, skeptics now criticize measures such as net-zero targets and other mitigation strategies. This shift in tactics signifies an acknowledgment of the overwhelming scientific consensus on human-caused climate change.
While overt denialism may have retreated to the fringes, the ‘delayist’ approach poses its own set of challenges. It could hinder the necessary rapid action to combat climate change effectively and reach the ambitious goals outlined in the Paris Agreement, such as limiting global warming to 1.5 degrees Celsius.
Understanding the reach and impact of these emerging ‘delayist’ themes remains a critical area for further investigation.
The Power of Misinformation
According to the study, misinformation, even when dwindling in volume, remains a potent force with the potential to distort public perception and impede progress toward climate goals.
Just as individuals who choose not to vaccinate expose themselves and others to preventable diseases, those who deny the reality of climate change may resist efforts to reduce carbon emissions and weaken societal and political consensus on climate action.
The findings of this study underscore the vital role of science communicators and journalists in dispelling misinformation and promoting accurate, science-based narratives. The media plays a crucial role in shaping public opinion and influencing policymakers, making it imperative that climate-related articles and opinion pieces adhere to rigorous scientific standards.
The study used Cision’s NextGen platform, a comprehensive media database, to track mentions of these misinformation themes in traditional and mainstream media. The search focused on outlets with a reach of 1 million or greater and spanned from September 1, 2022, to February 28, 2023.
Key Findings
The total number of articles covering climate change during the study period was 321,553. The combined reach of all climate-related articles amounted to an astonishing 19.1 trillion. Only 108 articles (0.03% of climate change total coverage) were related to climate misinformation.
The reach of misinformation-related coverage was substantial at 7.7 billion.
Specifically, 59 articles contained unchallenged primary misinformation, reaching 4.5 billion individuals. Unchallenged primary misinformation accounted for a mere 0.02% of overall climate media coverage.
Further analysis revealed that only two of the six identified climate misinformation themes gained significant traction in mainstream media. These themes were the ‘World Climate Declaration’ and the claim that the climate emergency is ‘fake.’ Both themes collectively reached a potential audience of 4.4 billion.
Media Managers React
According to media practitioners and managers, they suffer the same plight and they report more facts that misinform the public about the same situation.
Daniel Otunge, the Director of Africa Science Media Centre, says it could be true there is minimal climate misinformation because climate change is not a new phenomenon.
“Journalists are also seeing what is happening globally” he noted. They need to be supported to spot misinformation and disinformation so they can debunk it,” Otunge highlighted.
Regarding training, many journalists have been trained by organisations such African Centre for Media Excellence (ACME), the African Institute For Investigative Journalism (AIIJ), The Alliance for Science, the Africa Science Media Centre, Earth Journalism Network (ENJ), Media for Environment, Science, Health and Agriculture (MESHA) to mention, thus, they understand the issues related to climate change.
“Climate change misinformation locally could stem from the fact that most of our journalists come from a humanities background, and understanding science is a big challenge for them,” he says.
According to Otunge, organisations should provide more training opportunities for journalists and create a link between them and scientists to break down information and make it simple for the journalists.
Lynet Otieno, a climate change communications expert, says more training would help journalists link climate change to personal lives and make them relatable. Otieno explains that most local media outlets would not invest in such training because they believe climate change does not attract advertisements that would bring in revenue.
“Climate change is a dull subject, so it is not expected to attract much advertisement. When I was still in the newsroom, I tried to push for the creation of a climate change desk, but a very senior editor asked me, ‘What is there to write about climate change, and who wants to read it?” Otieno noted.
According to the Alliance for Science, they have maintained to host side events on climate resilience and combating misinformation. They underscore the importance of staying vigilant and proactive in addressing climate change. While the battle against misinformation may be shifting, the fight for a sustainable and resilient future remains as critical as ever.
END
English 