DO YOU SEE WHAT I SEE? EMOTIONAL REACTION TO VISUAL CONTENT IN THE ONLINE DEBATE ABOUT CLIMATE CHANGE

Abstract

In this paper, we explore the visual echo chamber effect in climate change communication. We leverage the ongoing monitoring activities of both progressive actors and counter actor groups involved in the online public debate surrounding climate communication. Our focus is on whether visual content possesses unique characteristics that enable it to bridge ideologically diverse communities. We do note a small amount of shared visual content. Interestingly, when we examine the emotional reactions elicited by this shared visual content, we find that they often diverge significantly, suggesting that pre-existing ideological positions heavily influence interpretation. This work contributes to our detailed understanding of the social dynamics that create and sustain the online echo-chamber effect observed in climate change debates.