Who is the ‘public’ when it comes to public opinion on energy? A mixed-methods study of revealed and elicited public attitudes to shale gas extraction

Shale gas is a contentious energy source. Yet, ‘imagined’ notions of the public (for example, NIMBYs) rarely reflect the reality of public opinion. We use an inductive, empirical approach to define UK publics in relation to shale gas extraction, drawing on multiple data sources (social media, a national survey, and two local surveys) and composite measures. Cluster analyses and thematic coding reveal a diversity of responses ranging from active opposition, through ambivalence, to active support. The number of communities varies by data source and analytical method, but across all datasets we see more opposition than support. Across all datasets, political views were an important lens through which shale gas was understood. Our findings have implications for how developers and policy-makers engage with the public, and expose limitations of pre-defined notions of the public that may not reflect empirical realities. • Novel empirical analysis of UK public opinion on shale gas extraction. • Draws on several data sources: social media, a national survey, two local surveys. • Segments differentiated by demographics and values in the surveys. • Activism also differentiates segments, with more activism amongst opponents. • Political, scientific, geographical factors differentiate social media communities.