Unveiling the New Face of Climate Denial: A Comprehensive Analysis by CCDH

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The New Climate Denial: How social media platforms and content producers profit by spreading new forms of climate denial
Cover of The New Climate Denial: How social media platforms and content producers profit by spreading new forms of climate denial.

The landscape of climate denial has undergone a significant shift, as revealed in the Center for Countering Digital Hate (CCDH) study published on January 16, 2024. The report, titled “The New Climate Denial,” sheds light on the evolution of climate denial rhetoric, particularly on platforms like YouTube.

The Rise of ‘New Denial’ on Digital Platforms

Historically, climate denial focused on outright denying global warming and its human causes, a stance referred to as “Old Denial.” However, CCDH’s study, utilizing an advanced AI tool to analyze transcripts from 96 YouTube channels, uncovers a notable transition. In 2023, approximately 70% of climate denial claims on these channels fell under what CCDH terms “New Denial.” This modern form of denial doesn’t dispute the existence of climate change but instead targets climate solutions, science, and advocates, marking a substantial increase from 35% in 2018.

Implications for Digital Policy and Monetization

The report’s findings are a clarion call for a more comprehensive approach to combating climate misinformation. It suggests that digital platforms, particularly Google, need to redefine their policies to include “New Denial” under climate denial content. Furthermore, it advocates for the demonetization of such content, cutting off a significant source of revenue for channels spreading these misleading narratives. Per the report, YouTube makes up to $13.4 million a year from channels posting denial content.

For climate advocates, this report is not just an analysis but a strategic guide. It urges them to adapt their strategies in response to this evolving landscape of climate denial. The study emphasizes the need for vigilance and innovation in communication strategies to effectively counteract the new tactics employed by climate change deniers.

In summary, “The New Climate Denial” report by CCDH highlights a concerning trend in climate misinformation, urging immediate action from digital platforms and climate advocates. This study is crucial for anyone seeking to understand and combat the evolving nature of climate denial.