22 Apr
14:00
“Climate Change Is Not Real!” – Investigating the Role of Social Media Message Formats in Climate Change Misinformation

In today's world, social media is a major source of information for many people. However, not all information on social media is accurate, and misinformation can spread quickly, especially on important topics like climate change. This study aims to examiner how social media message formats (text, picture and video) affect climate change perception and behaviours. A mixed-method study with participants from UK and Mexico was conducted. The study found that misinformation reduces the credibility of social media posts in all formats (text, picture, video). Accurate posts about climate change prompted people to think about taking action to protect the environment. In contrast, misinformation posts made some people believe that climate change is not caused by humans and therefore not their problem to fix. Finally, it was found that higher social media literacy generally helps people recognise misinformation, especially in pictures. However, surprisingly, those with higher social media literacy might find video misinformation more credible. The study significantly advances our understanding of the interplay between message formats, misinformation, and social media's impact on climate change perceptions.
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