Climate Deniers' Use of Scientific Mimicry and Visual Narratives Revealed in New Study

A comprehensive study by researchers at Göteborgs universitet and Amsterdams universitet unravels the strategic use of scientific mimicry by climate deniers to bolster their credibility while undermining climate activism. Analyzing approximately 18,000 posts from 2010 to 2023 across eight prominent Swedish platforms known for climate disinformation, the study uncovers that in 89 of 114 topics, deniers heavily rely on graphs, diagrams, and heat maps to convey objectivity and rationality.

According to researcher Anton Törnberg, climate deniers portray themselves as 'truth-tellers' instead of political actors, adopting a complex approach that mimics scientific expression but rejects the broader scientific consensus. This tactic contrasts sharply with their portrayal of climate activists, who are often depicted as irrational and emotionally driven. The study highlights that deniers utilize sarcastic imagery and memes portraying activists as hysterical or threatening, frequently linking climate activism to totalitarian ideologies by substituting Nazi symbols with recycling icons in memes, thereby framing climate communication as propaganda.

These findings reveal a dual strategy where climate deniers use scientific language and imagery to mislead the public and weaken the credibility of climate activism. The study employs advanced AI tools to systematically analyze how text and visual content collaborate to craft narratives that support climate skepticism.