When we think of climate action, we often picture scientific reports, parliamentary debates, or public protests. Increasingly, however, debates over climate policy occur on social media. Research led by Dr. Paul Wagner reveals how platforms like X (formerly Twitter) are transforming the way organisations and individuals try to influence climate politics.
The Players in Irelandʼs Climate Game
Dr. Wagner’s research identifies two main groups shaping Irelands climate policies:
The Insiders: Political parties, government agencies, and powerful sectoral interests like agriculture and energy. These groups dominate traditional policy-making spaces and often advocate for incremental change.
The Outsiders: NGOs, labour unions, and progressive political parties. They challenge the insiders, pushing for stronger climate commitments and more equitable solutions.
While these groups are well-established in formal politics, their engagement in climate policy debates also extends to social media, where individuals associated with these organisations tend to form more issue specific coalitions.
Social Media: The New Advocacy Platform
Social media has become a useful tool for advocacy, allowing both individuals and organisations to try to shape public opinion.
In general, organisations tend to be cautious when using their official social media accounts, sticking to formal and informative messaging. In contrast, individuals and sub-groups associated with organisations are much freer to express bold opinions, often building alternative coalition and acting as vocal champions for their causes.
Take Ireland’s agricultural sector, for example. Despite being the country’s largest emitter of greenhouse gases, the sector hasn’t been obliged reduce its emissions as much as other less polluting sectors. Dr. Wagner’s research shows how individuals and groups within the sector use social media to amplify one another’s messaging, with a view to influencing both public opinion and policymakers. This online activity is both an alternative to and a complement of their traditional lobbying efforts.
Nested Coalitions: A New Discovery
One of the most fascinating findings from Dr. Wagnerʼs research is the concept of “nested coalitions.” These are smaller, more active groups within larger coalitions that operate independently on social media. For instance:
Environmental NGOs often reshare each other’s posts, presenting a united front advocating for stronger climate action.
The agricultural sector uses a similar strategy but focuses on defending its own sectoral interests .
These digital alliances highlight how social media fosters new forms of collaboration and influence, often unseen in traditional policy spaces.
What Does This Mean for Climate Action?
Dr. Wagnerʼs study sheds light on the growing importance of digital advocacy:
Social media is a Game-Changer: Policymakers need to recognize that online activity is being used by policy actors to shapes narratives and policy debates.
Individuals Matter: Social media empowers individuals and smaller groups to challenge or reinforce the strategies of larger organizations.
Understanding the Full Picture: Elective climate action requires understanding not only formal coalitions but also the informal, digital ones shaping public opinion.
Why This Matters to Everyone
This research isn’t just about Ireland – it’s about how advocacy works in the digital age. Social media is where the battles over our policy are being partly fought. Whether its climate change, Brexit, or any other issue, the ability to influence public opinion and policy has never been more accessible.
As Dr Wagner’s research shows, the power of coalitions – both formal and digital- are being used to shape climate policy debates. For anyone passionate about making a difference, it’s a reminder that every post, share, or like can be part of a movement for change.
Irelands story is a call to action: to understand, engage, and harness the power of social media in shaping the policies that will define our future.
Read full article here