The global debate on climate change highlights trade-offs between solidarity versus perceived national and corporate self-interests. This clash of forces shapes a clash of narratives that continue to influence public perceptions and are able to inspire (or stall) the implementation of international climate action. The pilot examines opportunities and challenges associated with the role of digital technology in reporting climate change. In focus are the narratives communicated on YouTube – which by 2015 has become the world’s second largest search engine.
This pilot study develops a pioneering mixed methodology to trace how YouTube is used to generate specific narratives and elicit reception. Our objectives are:
• To identify the role of drone and satellite imagery in crafting/contesting narratives, imagery typically perceived as ‘true’ and ‘objective’.
• To identify how YouTube’s ‘up next’ algorithm steers users towards certain narrative content without any human guidance.
• To understand how the ac