Over the weekend, a special edition of COP, Look, Listen featured network analysis from Graphika, which showed that the anti-environmental, social, and governance (ESG) campaign has become a meeting ground for general rightwing twitter posters, and the climate disinfo-specific actors.
While their advanced network mapping of followers and content consumption used to showed that the climate disinformation group was a distinct sub-set of conservative accounts, now "computationally speaking, climate denialists in our analysis are no longer defined as distinct from right-wing culture wars influencers."
Graphika found that "influencers in this group do the work of framing and amplifying climate topics as a culture wars issue, making it more palatable for a broader right-wing audience, beyond the usual climate denial community."
The top-performing ESG post, out of 13,000 tweets in October mentioning the acronym, was from Consumers Research, a group funded by conservative activist Leonard A. Leo as part of his billion-dollar “anti-woke” campaign.
Perhaps unsurprisingly given the financial resources at their disposal, right-leaning actors got more engagement, by far, than the International Environmental Community network.
Despite the fact that environmentalists tweeted way more content about ESG investing, Graphika found that "engagement from ideologically driven accounts far outweighs more consistent, reliable messaging on sustainable investing. It’s not the topic, but rather the divisive framing that wins attention and engagement."
Which means "the climate community needs to double down on support for campaigns to keep greenwashing out of ESG, as companies look for opportunities to backslide on commitments to appease critics. Because social media algorithms amplify salacious content over quality, those spreading outlandish disinformation are rewarded while those posting the (sometimes dry or technical) truth are shouted over."
With their billion-dollar backing and an assist from Big Tech, the Infowars Investors are dominating the digital discussion of ESG issues, and in the course of doing so, have managed to fully merge climate disinfo-specific and general rightwing audiences.
It's the epic crossover event absolutely no one wanted.
