Climate uncertainty, social media certainty: A story-critical approach to climate change storytelling on social media

Abstract

Abstract The article calls for narratives that would accommodate the collision of two complex forms: climate change and social media. Science communication is currently on the lookout for personal stories that make climate change concrete and relatable for both decision-makers and the general public; similarly, climate activism on social media increasingly draws from personal experiences. Yet climate related stories going viral on social media often end up fostering political polarization and stark moral positioning instead of collective climate action. Building on Caroline Levine’s work on new formalism, I argue that this problem results from the collision between (1) climate change and (2) social media as complex forms that challenge the centrality of embodied experience and individual agency, and (3) the prototypical experiential story as a non-complex form. I analyze some viral climate change stories and focus particularly on experientiality, easily shareable masterplots, and moral positioning.