Climate Skepticism Network and Influencer Message Structures on Social Media using Big Data: Application of Social and Semantic Network Analyses

This study examines the information structure, message dissemination patterns, and influencer characteristics of social media users who spread climate change skepticism messages using social and semantic network analysis based on big data. Compared to a random network model, the climate skepticism network exhibits a small-world network structure, with messages led by climate change deniers spreading easily and quickly. The skepticism network is formed by a few large communities and a majority of smaller ones, with users tending to communicate strongly within their communities. The authority group in the network frequently raised conspiracy theories related to climate issues and highlighted farmer protests against Europe's Green Deal and carbon neutrality policies. The network's broadcaster group, on the other hand, tended to mock or criticize climate policy advocates in a harsh tone, often denying scientific evidence. The results can be used to inform the development of climate campaigns.