In an analysis of the language used to describe climate activists on a range of social media platforms in 2022 and 2023, Climate Action Against Disinformation (CAAD) identified a rise in labels such as “extremists”, “lunatics” or even “terrorists”. The analysis found that allusions to violence on social media appear to be increasing, particularly in comment sections. Key findings included:
- On X (formerly Twitter): Over 220,000 posts included ‘loaded’ language such as “climate cult” and over 90,000 posts and replies contained ‘securitised’ language such as “eco terrorist”. While the overall volume of posts remained stable over the past two years, we found that replies containing ‘securitised’, ‘dehumanising’ or ‘othering’ language have more than doubled. Specifically, references to “climate cultists” and “eco-terrorists” feature prominently in high-traction posts about protests.
- On Facebook and Instagram: Posts containing denigrating language were shared a cumulative 1.86 million times in the timeframe. Language like “climate lunatic”, “eco extremist”, “green zealot” or “Net Zero terrorist” features in over 68,000 posts across both platforms.
- On TikTok: TikTok’s relatively stringent moderation has led to a culture of coded violence that uses devices like dog whistles and irony to evade detection. For example, one post with over 80,000 likes shares footage of climate protesters alongside a clip of the video game Grand Theft Auto – a game well-known for allowing players to run over pedestrians. Even ostensibly ‘neutral’ content around climate activism or protests sees violent rhetoric emerge in the comments, often receiving thousands of likes.
This kind of online discourse is troubling. And on social media platforms with large numbers of users, shares can quickly add up, so the views of an angry minority can spread quickly.
Offline, although public attitudes towards disruptive protest groups like Extinction Rebellion and Just Stop Oil are generally not positive, opinion data shows the UK public evenly split on whether campaigners are ‘out of touch’ with the rest of the country.
So although public opinion isn’t altogether favourable towards protesters, the violent language documented by CAAD is likely to be more ‘out of touch’ with mainstream popular opinion, than the actions of the protesters themselves.
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