Do You See What I See? Emotional Reaction to Visual Content in the Online Debate About Climate Change

Abstract

ABSTRACT This paper explores the visual echo chamber effect in online climate change communication. We analyze communication by progressive actors and counteractors involved in the public debate about climate change on Facebook, to address the possibility that visual content can bridge ideologically diverse communities. Specifically, we investigate whether visual content depicting protest serves this purpose. The findings reveal a small amount of shared visual content. Interestingly, the emotional reactions to this content for the most part diverge significantly, suggesting that pre-existing attitudes, such as climate ideological position, influence interpretation. Contrary to our expectations, however, we do not observe visual content representing protest activity bridging the two groups. This work posits the possibility of a two-fold (de)polarization around visual content that both connects and divides, which contributes to a more nuanced understanding of the social dynamics that create and sustain the echo chamber effect observed in online climate change debates. KEY POLICY HIGHLIGHTS Even when taking into account visual communication, the online debate around climate change is characterized by the presence of echo chambers with only a small fraction of content that circulates among both climate activists and climate skeptics. In cases where the same visual content circulates within the two groups, the emotional reactions are often opposed, with reactions that are more defined by the pre-existing climate ideological alignment than with an actual engagement with the content.