Do fossil fuel firms reframe online climate and sustainability communication? A data-driven analysis

Identifying drivers of climate misinformation on social media is crucial to climate action. Misinformation comes in various forms; however, subtler strategies, such as emphasizing favorable interpretations of events or data or reframing conversations to fit preferred narratives, have received little attention. This data-driven paper examines online climate and sustainability communication behavior over 7 years (2014–2021) across three influential stakeholder groups consisting of eight fossil fuel firms (industry), 14 non-governmental organizations (NGOs), and eight inter-governmental organizations (IGOs). We examine historical Twitter interaction data (n = 668,826) using machine learning-driven joint-sentiment topic modeling and vector autoregression to measure online interactions and influences amongst these groups. We report three key findings. First, we find that the stakeholders in our sample are responsive to one another online, especially over topics in their respective areas of domain expertise. Second, the industry is more likely to respond to IGOs' and NGOs' online messaging changes, especially regarding environmental justice and climate action topics. The fossil fuel industry is more likely to discuss public relations, advertising, and corporate sustainability topics. Third, we find that climate change-driven extreme weather events and stock market performance do not significantly affect the patterns of communication among these firms and organizations. In conclusion, we provide a data-driven foundation for understanding the influence of powerful stakeholder groups on shaping the online climate and sustainability information ecosystem around climate change.