How Facebook’s Algorithmic Amplification Misinformation and Emotional Climate Narratives Shape Public Perception and Climate Policy Support

Abstract

Introduction: The digital platforms have become central intermediaries of climate communication; however, Facebook is still under-researched as a platform-specific ecology where algorithms, affective relations, and social interactions come together to shape climate-related perceptions. The explanation of the ways of how the content structures of Facebook resonate the attitudes of the people is vital to improving climate governance and curbing misinformation.

Methods: A mixed-method design that was used was concurrent. Content and thematic analysis of a corpus of 300 Facebook posts by climate-oriented groups and pages were analysed and used to classify information according to facts, emotive narratives and misinformation and conspiracy frame. Those findings were compared to survey data of 200 participants who evaluated climate awareness, affective, institutional trust, digital exposure behaviour, and policy endorsement.

Results: Posts that contained misinformation and conspiracy posts received disproportionately high engagement compared to posts that had empirical content. Narratives founded on fear increased user attention, though, it also increased polarization. The role of Echo-chamber reinforcement was that of a salient mediator, which in turn affected the perception and attitudes towards climate science. On the other hand, emotive and solution-focused messages made substantial contributions to supporting the support of climate-reduction policies and ensuring more constructive interaction.

Conclusion: Facebook has the effect of molding an informational milieu in which predominantly emotive and misleading climatic message lines are exaggerated and a limited distribution of factually validated material is placed. Such observations highlight the need to implement changes at platform level, promote digital literacy programs, and implement communicative practices deployed in strategic frames that can tapped into positive affective factors. The analysis provides practical information to policy makers, communicators and technological platforms who are determined to make society support climate action.