Communicating climate change in the current digital ecosystem: the
viewpoint of experts and media strategies
Comunicar el cambio climático en el actual ecosistema digital: la opinión de los
expertos y la estrategia de los medios
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How to cite this article:
de Lara González, A. and García-Ortega, A. (2025). Communicating climate change in the current digital ecosystem: the viewpoint of experts
and media strategies.
Doxa Comunicación
, 41, pp. 589-608.
https://doi.org/10.31921/doxacom.n41a2873
Alicia de Lara González.
Director of the Area of Communication and Scientic Dissemination at the Miguel Hernández
University (UMH) of Elche. She teaches in the Bachelor’s Degree in Journalism at UMH, the Master’s Degree in
Innovation in Journalism, and the Interuniversity Master’s Degree in History of Science and Scientic Communication.
She is a researcher at the López Piñero Interuniversity Institute – UMH, as well as a member of the Research Group on
Communication in the Valencian Community (GICOV). As Director of the Department of Social and Human Sciences
at UMH, her research focuses on science communication and dissemination, the ght against disinformation, and
the study of innovation in journalism. She has participated in over ten research projects within these elds and has
published nearly 40 papers and book chapters on these topics
.
Miguel Hernández University, Spain
[email protected]
ORCID:
0000-0001-5556-6317
Alba García-Ortega.
PhD in Social and Legal Sciences from the Miguel Hernández University (UMH). She currently
serves as Deputy Vice-Rector for Communication and Brand Positioning at UMH and teaches in the Bachelor’s Degree
in Journalism (UMH), the Interuniversity Master’s Degree in History of Science and Scientic Communication (UV/
UA/UMH), and the Master’s Degree in Innovation in Journalism (UMH). She is a member of the Research Group on
Communication in the Valencian Community (GICOV). Her work has been published by various prestigious publishers
and in high-impact journals, including Convergence, Revista Mediterránea de Comunicación, Routledge, Tirant lo
Blanch, and Springer. Her research focuses on new narratives, playful design, and disinformation. She is currently
involved in several research projects addressing disinformation, media literacy, and the public communication of
science. She is also a member of the Iberian Digital Media Observatory (IBERIFIER), a media observatory that strives to
counteract disinformation in Spain and Portugal.
Miguel Hernández University, Spain
[email protected]
ORCID:
0000-0002-9816-2416
is content is published under Creative Commons Attribution Non-Commercial License. International License CC BY-NC 4.0
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Communicating climate change in the current digital ecosystem: the viewpoint of experts and media strategies
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Recibido: 23/12/2024 - Aceptado: 09/05/2025 - En edición: 04/06/2025 - Publicado: 01/07/2025
Resumen:
Este estudio aborda los principales desafíos en la comunicación de te
-
mas medioambientales en España y Portugal, mediante la consulta tan
-
to a expertos en comunicación cientíca y medio ambiente (23), como
a los propios medios de comunicación (un centenar de encuestas). La
investigación se basa en la premisa de que un mayor acercamiento entre
la comunidad cientíca y los profesionales de la comunicación es clave
para mejorar la difusión de las causas y consecuencias del cambio cli
-
mático, así como para proporcionar un contexto adecuado a las cues
-
tiones medioambientales. Los resultados señalan propuestas especícas
por parte de la comunidad experta, que incluyen estrategias como la di
-
versicación de formatos y la especialización en la cobertura medioam
-
biental. Sin embargo, los directivos de medios adoptan una postura más
reservada, expresando dudas sobre la viabilidad de implementar estos
cambios dentro de las redacciones.
Palabras clave:
Comunicación; cambio climático; medio ambiente; cientícos; medios
de comunicación.
Received: 23/12/2024 - Accepted: 09/05/2025 - Early access: 04/06/2025 - Published: 01/07/2025
Abstract:
is research addresses the main challenges involved in
communicating environmental issues in Spain and Portugal. To this
end, the authors consulted 23 experts in the elds of both science
and environmental communication, in addition to administering 100
surveys to media outlets. e study is based on the premise that closer
ties between the scientic community and news professionals is the
key to improving the dissemination of the causes and consequences
of climate change, as well as providing a suitable context for
environmental issues. e results highlight specic proposals from
the expert community, including strategies for diversifying formats
and specializing in environmental coverage. Nevertheless, media
executives take a more cautious stance, expressing doubts about the
feasibility of implementing these changes in newsrooms.
Keywords:
Communication; climate change; environment; scientists; media.
1. Introduction
With widespread access to content nowadays, communicating science and environmental issues is no longer a monopoly of
the media. Content platforms and social media have become the most widely used channels for queries about science issues,
followed by institutional websites (Díaz-Catalán & Cabrera-Álvarez, 2022). However, trust in these sources is an ongoing
issue. Reports indicate that society has received dubious and false information on issues related to health and climate change,
precisely through social media.
e topic areas where false content arise are varied. ere are certain elds where hoaxes proliferate and where disinformation
can do more damage. is is the case with information related to health and the environment, as these two issues are closely
connected, as conrmed by studies published in recent years, both before (Whitmee et al, 2015) and after the COVID-19
pandemic (Watts et al, 2021).
“Rhetoric and misleading information about climate change and the deliberate undermining of science have contributed to false
perceptions of scientic consensus, uncertainties, ignored urgency and risk, and dissent”, as noted by the Intergovernmental
Panel on Climate Change (IPCC) (Hicke, 2022, p.1939). In fact, despite a sound, scientic consensus on the eect of human
activity on climate change, interest groups who try to promote a counter argument are gaining prominence (Koop & Dinerstein,
2022).
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Furthermore, the complex nature of climate change makes communication dicult, which is also inuenced by “factors
related to human perception or psychology”, according to Sánchez Olgado et al. (2024, p. 299). ese authors point out the
need to consider both the scientic aspect of the phenomenon, as communication professionals have the task of making
science understandable, as well as the social realm. e latter domain refers to ideological, economic and political motivations
that can have a detrimental eect on the values of democratic social debate. Studies on the social network X (Vosoughi et al.,
2018) and YouTube (Allgaier, 2019) have shown that videos supporting the scientic view on climate change and those that did
not receive roughly the same number of views.
Given this complex communication scenario, the present study aims to analyse the main challenges facing environmental
communication in Spain and Portugal by consulting experts working on the Iberian Peninsula in areas related to both the
environment and science communication. e thesis that underpins this work is based on the idea of bringing the scientic
community and communication professionals closer together, which we see as an eective strategy for identifying proposals to
improve the dissemination of information related to the causes and consequences of climate change. e overall objective of the
foregoing is to provide an appropriate context for environmental issues. e goal is for science and technology communication
to reach its full potential at a time when the planet urgently needs truthful communication (Jensen & Gerber, 2020).
2. State of the issue
2.1. Communicating information on the climate crisis in the digital age
Since the 1970s, the temperature has risen faster than in any previous 50-year period. A report by the UN Environment
Programme (UNEP), entitled Emissions Gap 2022, predicts that current policies will result in a 2.8°C rise in global temperatures
by the end of the century and warns that halting this increase will require a large-scale, rapid, and systemic transformation.
Furthermore, the IPCC Synthesis Report (2023, p.42) states “unequivocally” that human activity, which generates greenhouse
gas emissions, is responsible for the current global warming situation. In fact, nearly 80% of these emissions come from the
following areas: energy, industry, transport, and construction. ere are several obstacles to addressing this problem: a lack
of resources, limited commitment from businesses and society, low funding, and a lack of commitment from companies and
governments.
Moreover, this panel of experts stresses the need to improve the climate information available to the public. is challenge
presents an opportunity, because at the same time issues related to scientic advances are reaching citizens in greater numbers,
who are increasingly aware that their quality of life is impacted by new developments. However, issues directly or indirectly
related to the environment represent a specialised eld of journalism with its own specic characteristics and history. Its
close relationship to economic development makes it a subject that tends to be manipulated and politicised. e problem is
further exacerbated by the fact that much of the news coverage is negative, alarmist, or taken out of context. Despite mounting
scientic evidence and greater awareness (European Commission, 2021), global warming continues to be denied or trivialised.
Since 2018, the emergence of social movements has intensied the urgency of the message, which has had a signicant impact
on social media (De Lara et al., 2022). Such movements include the following: the student activist crusade known as Fridays
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for Future (led by the well-known young activist Greta unberg); the social movement called Extinction Rebellion; and other
environmental organisations and groups comprised of teachers, mothers, celebrities, climate researchers, and others. While
the number of people speaking out on the topic of science and the environment has multiplied with the advent of social media,
new actors have burst on the scene along with the multitude of other voices creating content about climate change, not all
of whom act in accordance with ethical standards or rigorous reporting. While in media communication, the microphone is
usually given to politicians and associations, the protagonists on social media are very dierent (Sánchez-Holgado & Arcila,
2020).
As pointed out by Núñez & Campo (2024, p.147), communicating the observed eects of climate change and its future
predictions must be a priority in communication, as climate change is one of the most serious challenges facing civilisation
today. Far from demonising the role of social media, these authors emphasise that its emergence coincides with a period of
heightened awareness about the consequences of climate change in Spain, and they see it as a channel of “vital importance”
for reaching users.
Despite the rise of social media and digital content, traditional media are still one of the main sources of information on
environmental issues (Meira, 2017). However, it is also true that given the demands of daily life today, which are dened by
the usual agenda, issues related to sustainability remain highly vulnerable. According to Fernández-Castrillo & Magallón-Rosa
(2023), environmental journalists play an important role in helping to raise climate awareness, and they must be able to identify
the main issues and narratives related to the environment and disinformation, which implies becoming more specialised
(Sendra-Duro & López-Rabadán, 2024, p.382). Moreover, in order to reach their audience, the media can incorporate new
strategies, styles and narratives that improve messages in the ght against disinformation on this issue (Martín-Neira et al.,
2023). Specically, when the authors analysed online videos on climate change that were shared online, it was found that most
did not have features to encourage user interaction, which would be a way to increase dissemination (De Lara et al., 2017). is
shows that there is considerable room for improvement in terms of communicating environmental issues.
As pointed out by Picó (2024, pp. 86-87), the approval of the 2030 Agenda by the United Nations General Assembly in 2015
represented a “signicant transformation, not only in terms of the conguration of the 17 Sustainable Development Goals, but
also from a communication perspective”, providing new frameworks from which to present environmental issues.
2.2. e lack of trust in the media
e media sector in Spain and Portugal is characterised by its complexity, with constant technological evolution being a
key factor in ensuring both relevance and eectiveness in the elds of communication and journalism (García-Avilés et al,
2023, p.6). In recent decades, the media industry has experienced a widespread decline in credibility and trust in the news.
According to the Digital News Report (Newman, 2024), only four out of ten people worldwide trust the news.
However, distrust varies depending on the geographical area. In southern Europe, levels of mistrust are higher than in other
European regions. Some authors (Montiel et al., 2024; Köhler & Otto, 2018) attribute this attitude to the impact of the 2008
nancial crisis on countries such as Spain, Greece and Italy, which led to a more negative perception of institutions. In fact,
among Ibero-American countries, only in Portugal do most people say they trust the news most of the time at the rate of 56%
(Newman, 2024).
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Dierences in user proles have also been observed. Although results vary according to gender, with women displaying a
higher level of mistrust (Salaverría et al., 2024), the main dierences are related to socioeconomic status and age. According
to Rodríguez-Pérez and Canel (2023), the sociodemographic variable that yields the most accurate predictions is age: Younger
citizens tend to be more resilient than their elders, but also less trusting of the news (Amoedo et al., 2023; Pew Research Centre,
2018). In Spain, only 19% of people under the age of 24 trust the news, a gure that was over 33% in 2022 (Vara-Miguel, 2024).
e factors that determine the level of credibility, which is considered the set of indicators that people use to assess trust in the
media (Strömbäck et al., 2020), reect a combination of endogenous and exogenous determinants. According to the Digital
News Report Spain (Novoa-Jaso et al., 2024), the factors that users consider most important are transparency (76%) and the
fair portrayal of citizens (69%). ese are closely followed (62%) by respect for journalistic standards, the media outlet’s track
record, and the alignment of individual values with those of the media (Novoa-Jaso, 2024).
In this regard, one of the factors inuencing the decline in trust in the news lies in the gradual deterioration of professional
standards in some media outlets, as well as the economic weakness of the journalism industry, which makes it more vulnerable
to external pressure (Salaverría et al., 2024). Along the same lines, Montiel et al. (2024) point to the widespread perception
(60%) that the media industry is subject to political and commercial pressure as one of the main reasons for the decline. is
view is heightened among the most polarised sectors of society, who attribute clandestine interests to content that does not
coincide with their ideology.
is context of polarisation and mistrust has become a breeding ground for much of today’s disinformation strategies. To the
extent that traditional media lose authority, individuals tend to rely on unveried sources where information is disseminated
without the screening process of journalistic rigour. is trend is especially relevant when it comes to topics of public interest,
such as politics, science, and health. According to Cabrera-Álvarez and Díaz-Catalán (2022), one in four people believe they
have received false science information in the past seven days. ese gures increase about issues related to climate change
(32.7%) and COVID-19 (37.5%). Media literacy is becoming one of the necessary strategies for curbing both information
detachment and for improving the public’s ability to recognise hoaxes (Sádaba-Chalezquer & Salaverría-Aliaga, 2023).
is situation not only undermines the quality of public debate, but also increases polarisation and social uncertainty, directly
aecting society’s ability to make informed decisions. Against this backdrop, some experts are asking whether the rise of
disinformation might, paradoxically, be seen as an opportunity for the media to rearm their usefulness and address their
lack of credibility (Salaverría et al., 2024). e answer to this question will depend mostly on the media’s ability to adapt to the
demands of an increasingly critical audience, provide quality information, and display a renewed commitment to transparency
and accuracy.
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3. Methodology
e authors used a mixed methodology for this research, integrating both quantitative and qualitative viewpoints, by combining
interviews with experts and surveys of media executives in two distinct phases.
3.1. Interview phase
Based on a literature review and an eort to achieve equal representation of both genders, a list of experts was compiled in
each of the following areas involved in environmental and climate change communication:
–
Science and environmental communication
–
Social media, platforms, and new formats
–
e sector that tries to counteract disinformation
Contact with the experts was made through email. ey were provided with information about the objectives of the research
and the script for the interview, which was conducted online. e questions aimed to gather specic information about the
eld of each expert, as well as to gather both current and projected analyses. e three specic questions that formed the basis
of the interviews were as follows:
1. What notable aspects of your area of expertise have a positive or negative impact on the ght against disinformation?
2. What implications might these aspects have for the media ecosystem and the quality of information in the Iberian
Peninsula?
3. In your eld of expertise, what future issues will be crucial in the communication and information industry?
e interviews lasted an average of 40 minutes. ey were recorded and later transcribed for analysis. e consent of the inter
-
viewees was obtained in every case. e 22 participants interviewed, and their aliations, are listed below.
–
Mari Carmen Erviti: Researcher in science communication (University of Navarra).
–
Ángeles Gallar: Specialist (Scientic Culture Unit, UMH).
–
Laura Chaparro: Journalist (Science Media Centre).
–
Luis Quevedo: Project Manager (FECYT).
–
Elena Lázaro: President (Spanish Association for Scientic Communication).
–
Ana Muñoz van den Eynde: Head of the Science, Technology and Society Research Unit (CIEMAT).
–
Jorge Olcina: Professor of Climatology and Natural Risks; evaluator for the Fourth Assessment Report of the Intergovern
-
mental Panel on Climate Change (IPCC) (University of Alicante).
–
Asunción María Agulló: Lecturer in Agricultural Policy and Social Economy (Miguel Hernández University).
–
Luis Alfonso del Portillo: Head of the Master’s Degree in Energy Eciency and Sustainability Research (University of the
Basque Country).
–
Clara Jiménez Cruz: CEO (
Maldita
).
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–
Fernando Esteves: CEO/Director (
Polígrafo
).
–
Sergio Hernández: Manager (
EFE Verica
).
–
Miriam Hernanz: Director of New Narratives and Audiovisual Formats (
Prisa Media
).
–
César Peña: Innovation and New Narratives Laboratory (
RTVE
).
–
Pablo López Learte: Head of Product Design (
El Condencial
).
–
Pau Llop: Digital Product and Project Manager (
Prodigioso Volcán
).
–
Alberto Pachano: Managing Director (We Are Social Spain).
–
Marcos Gómez Piñeiro: Head of Social Media Data Analysis (
RTVE
).
–
Guacimara Castrillo: Head of Social Media (
El Mundo
)
–
Silvia Martínez: Director of the Master’s Degree in Social Media: Management and Strategy (Universitat Oberta de
Catalunya).
–
Luís António Santos: Associate Director of the Centre for Communication and Society Studies (Universidade do Minho).
–
Marisa Torres da Silva: Professor of Communication and Audiences (Universidade Nova de Lisboa).
–
Manuel Falcão: Executive (EGEAC - Lisbon).
e eldwork was carried out in accordance with ethical standards, and in compliance with the responsible research code
of the institution that provided the framework for the research. By taking a forward-looking approach, considered especially
relevant in contexts of high uncertainty such as the media, the eldwork sought to identify the critical factors that might
shape the future of the communication eld in the medium and long term. e information gathered was analysed based on
parameters related to the context, issues, and challenges detailed in Appendix 1.
3.2. Survey phase with media executives
A list of contacts was created using media directories, recommendations, and corporate email addresses. Invitations were
sent by email between 20 June and 20 September 2023, with follow-ups sent to managers who did not initially respond.
e Portuguese Press Association (
APIMPRENSA
) helped disseminate the survey among its members. us, the sampling
methodology combined direct contact with the so-called
snowball
method. Once again, ethical standards were followed in
gathering and processing the information, which in this case was anonymous, as specied in the form itself.
e questionnaire was designed based on the analysis of the interviews and included questions related to the areas under
study. e queries were formulated as statements about the main topics that emerged in the interviews. A 5-point Likert scale
was used to gather responses to the survey statements, ranging strongly disagree to strongly agree. In addition, the option of
“Don’t know/Not answered” was added. is symmetrical structure with a neutral point in the centre was selected to enable
interpretation of the results, clearly showing the respondents’ preferences, whether in favour, against, or neutral. Before
sending out the questionnaire, a pre-test was carried out with four people from the media management team in order to adjust
the format of the questionnaire and provide more clarity to the statements.
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e feedback ensured that the questionnaire was understandable and could be completed in a reasonable amount of time. e
nine statements posed were as follows.
1.
In newsrooms, teams that specialise in areas such as science dissemination, health, and the environment will be
established.
2.
e media will adopt new formats of an informative nature to reach audiences less familiar with science issues.
3.
Companies, institutions, and media outlets will provide more detailed information on progress made toward the 2030
Agenda and Sustainable Development Goals (SDGs).
4.
Quality information on energy and environmental aspects will be increased with the aim of promoting social awareness.
5.
Advancements in articial intelligence will generate more sophisticated disinformation that will be increasingly
dicult to verify.
6.
Customised content will intensify thanks to algorithms capable of tailoring information to each user’s preferences.
7.
e key opportunities for tackling disinformation will lie in the development of eective media literacy programmes.
8.
e presence of short, audiovisual pieces adapted to social media will increase.
9.
New and minimally edited formats will emerge to present content in a more natural, transparent and accessible way.
A total of 101 responses were collected, 71 from participants in Spain and 30 from those of Portugal. e data were organised
and processed using a spreadsheet designed ad hoc for the systemisation and quantitative analysis of the results. To process
the information, a numerical coding corresponding to the levels of agreement expressed by the participants was applied, in
compliance with the parameters of the Likert scale.
4. Results
4.1. Analysis of the semi-structured interviews with experts in the three areas
Experts of the areas analysed agree that there is a common challenge: to provide quality content for the current information
domain, which is increasingly polarized, as emotionally driven content usually achieves good results in terms of engagement.
According to social media expert Silvia Martínez, this is because algorithms give more exposure and prominence to this type
of content, with the aim of keeping users connected to the platforms as long as possible. is polarisation, which is common
in political issues, has also taken hold in the eld of science communication and the environment.
In recent years, new types of denialism have emerged, especially in relation to climate change, which can lead to inaction and
delays in necessary measures. In response to this problem, experts value the “voice of science” and “scientic data” as ways
of preventing these trends from spreading further. However, the need for expert support in understanding scientic issues,
combined with an atmosphere of widespread polarisation, fuels a sense of powerlessness and mistrust in information. is
can lead to the “feeling of loss of control and anxiety”, according to Ana Muñoz, an expert in sustainability. In environmental
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matters, this can contribute to the so-called “eco-anxiety” eect, which can be dened as the chronic fear that an environmental
disaster will take place.
Given this context, experts highlight the need to accurately transmit scientic and environmental information to the channels
through which most of the population receive their information –namely, social media. ey point out the need to focus
communication eorts on segments of the population who show less interest in scientic issues, or simply do not have access
to such information due to their socio-economic circumstances. e experts also point out two fundamental problems: On the
one hand, there is a continuous launch of new platforms, which constantly changes users’ interests and consumption patterns.
is change is especially notable among younger audiences, who are accustomed to migrating between platforms (Silvia
Martínez). Secondly, some sectors of society, especially young people and older audiences, have diculty in distinguishing
opinions, advertising, and information. “It’s important for users to understand that opinion, information, and a user with
access to the internet are not the same thing”, according to one of the social media experts (Alberto Pachano).
In the case of scientic and environmental communication, social media is one of the unresolved issues. According to one
expert in the eld of science communication, Luis Quevedo, technology can create a kind of “echo chamber” where it is dicult
to reach an audience that is not already interested in science. “Neither institutions nor those of us who work in this eld are
succeeding in gaining access to these channels”, says another expert, Laura Chaparro. e content shared on these forums
rarely comes from legacy media or institutions and instead originates from private accounts without any formal training or
veried sources, or from content creators.
Some of the experts consulted pointed out the need to pursue a dual strategy: rstly, to continue designing content in audiovisual
formats such as podcasts and short videos, which are well received by a large sector of the population; secondly, to experiment
with new formats, including those that allow for a transition from the digital to the physical world. As an example, the experts
suggest creating discussion forums, talks, or streaming meetings to reach these distant sectors, according to Ángeles Gallar.
ey also emphasised that the messages should be developed with a clear objective: to provide veried content endorsed by
rigorous sources.
In this regard, the experts point out the need to achieve a balance between the quality of information and the ability to connect
with the audience. To this end, they propose developing strong rhetorical skills: “It’s not just the rigour and quality of the data
that counts, but it’s also essential how well you are perceived by your audience and the emotional coherence of the stories you
tell”, as armed by Luis Quevedo of FECYT. Along the same lines, the social media experts point to a trend that they believe will
gain ground in the coming years– “real”’ communication. Users are starting to show a preference for calm and spontaneous
content. As such, this provides an opportunity for journalists and communicators to connect with their audience through
more informal and improvised communication.
e interviewees also highlighted some areas that they believe will gain prominence in the coming decade. Major issues that
are interconnected such as climate change and health-related issues will remain top priorities on the science news agenda.
Other experts suggest adopting the One Health approach, which is an integrated strategy aimed at optimising the health
of people, animals, and ecosystems in a sustainable way (WHO). is framework could be a key feature of communicating
scientic and health information in a more contextualised way (Laura Chaparro).
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In the same vein, there is a clear need to place more emphasis on communication related to the 2030 Agenda and the Sustainable
Development Goals. e sustainability experts assert that there is room for improvement in communication strategies related
to energy resource management, both in the media and in institutions. Specically, as highlighted by university lecturers
Asunción Agulló and Luís Alfonso del Portillo, energy poverty is one of the priority issues, above and beyond the virality that
this type of publication generates. Another area where communication needs to be improved is in sustainable mobility, both in
local contexts and others. is is especially true of measures that are starting to be implemented in Europe, such as the creation
of low-emission zones or the proposal to phase out combustion engines by 2030 (Asunción Agulló).
e interviewees are committed to creating communication initiatives and projects with a clear multidisciplinary approach,
involving collaboration between agents from dierent elds, including government, business, research centres, society, and
the media industry (Asunción Agulló). In this regard, it is necessary to design eective communication plans that take into
account key moments, avoid alarmism, and provide a better context for each issue (Jorge Olcina). To do so, the media must
commit to creating teams that are specialised in scientic and environmental issues, who are able to communicate a given
problem using a well-dened communication strategy.
e experts also pointed out the duality involved in implementing articial intelligence tools and big data in scientic
communication. On the one hand, AI enables faster content creation, more personalised information, and the consequent
optimisation of costs and resources (Pau Llop). On the other hand, the use of AI implies numerous ethical and professional
challenges that will need to be addressed in the coming years. In this regard, it is essential that regulatory bodies commit to
ensuring that “broadcasting platforms are jointly responsible for their content” (Luís Antonio Santos). ey also emphasised
the need for media literacy initiatives aimed at helping people “become aware and develop critical thinking skills that make
them less vulnerable” (Sergio Hernández).
As for big data, this phenomenon is emerging as a powerful tool for extracting and analysing large volumes of information for
the purpose of predicting user behaviour and improving the output of initiatives. However, the supercomputers needed to
run these tools consume a large amount of energy. According to sustainability experts, the key lies in improving their energy
eciency (Luís Alfonso del Portillo) and showing society the implications of using this type of technology.
4.2. e viewpoint of media executives
After interviewing the experts and analysing the results, a series of statements related to the areas under study were designed.
A ve-point Likert scale was used to measure the level of agreement with each statement, which provided an approximation
of the media’s perception of the issues raised by the experts. is perception encompassed the Iberian Peninsula compared to
other areas, and it was also categorized by gender. e analysis of the responses is detailed below in accordance with the order
established in statements A-I, with descriptive tables being provided in the most representative cases.
In the eld of scientic communication on the Iberian Peninsula, only 66% of the respondents agree or strongly agree with
Statement A, which says that each newsroom will establish a team specialising in areas such as dissemination, health, and/or
the environment. Table 1 shows a notable disparity between Spain and Portugal. While in Spain and among Portuguese men
the level of agreement is around 50%, the gure rises to 89% among Portuguese women.
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Table 1. Responses to Statement A: “A team specialising in dissemination, health, and/or the environment
will be established in each newsroom”
SpainPortugal
Iberian
Peninsula
MenWomenTotalMenWomenTotal
Strongly disagree
12%11%15%13%22%
Disagree25%414%68%15%111%27%88%
Neither agree nor
disagree
1331%414%1724%629%620%2323%
Agree2150%1552%3651%1152%889%1963%5554%
Strongly agree
512%621%1115%15%13%1212%
Don’t know/Not
answered
15%13%11%
Total42100%29100%71100%21100%9100%30100%101100%
Source: prepared by the authors
Statement B declares that commitment to new information formats will make it possible to reach audiences who are less
interested in science topics. For this statement, the Iberian average is around the passing mark of 56%, as shown in Table 2.
In Spain, the percentage of managers who agree or strongly agree is slightly higher than in Portugal (62% compared to 44%).
Similarly, while in Portugal the results are similar among both genders (43% men and 44% women), women in Spain display a
considerably higher level of agreement than men (76% compared to 52%).
Table 2. Answers to Statement B: “e media will commit to making new, more informative formats to
reach audiences who are not interested in science issues”
SpainPortugal
Iberian
Peninsula
MenWomenTotalMenWomenTotal
Strongly disagree
25%23%15%13%33%
Disagree922%414%1319%314%111%413%1717%
Neither agree nor disagree
922%310%1217%629%333%930%2121%
Agree1332%1448%2739%733%444%1137%3838%
Strongly agree
820%828%1623%210%27%1818%
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Don’t know/Not answered
210%111%310%33%
Total41100%29100%70100%21100%9100%30100%100100%
Source: prepared by the authors
e results of sustainability show the lowest level of agreement. Statement C asserts that companies, institutions and the
media will provide more detailed information on progress toward the 2030 Agenda and the Sustainable Development Goals
(SDGs). On this point, the level of agreement was limited. In Spain, the sum of “agree” and “strongly agree” responses is 44%,
while in Portugal this gure rises slightly to 53%. ese combined data reect an Iberian average of 47%, indicating a general
perception of insucient communication on this priority issue.
Regarding Statement D, which says there will be an increase in quality information on energy and environmental issues to
raise social awareness, Table 3 shows that the average level of agreement is 68%, with slightly higher results in Portugal (71%)
than in Spain (67%). On this occasion, the highest percentage once again is for Portuguese female Directors, with 75%. Spanish
women managers are once again the most skeptical, with 58% in agreement.
Table 3. Answers to Statement D: “Quality information on energy and environmental aspects will be increased
with the aim of promoting social awareness”
SpainPortugal
Iberian
Peninsula
MenWomenTotalMenWomenTotal
Strongly disagree
15%14%11%
Disagree512%414%913%210%27%1111%
Neither agree nor disa
-
gree
615%828%1420%315%113%414%1818%
Agree2459%1241%3651%1260%675%1864%5455%
Strongly agree
615%517%1116%210%27%1313%
Don’t know/Not an
-
swered
113%14%11%
Total41100%29100%70100%20100%8100%28100%98100%
Source: prepared by the authors
As for Statement E, which concerns the impact of articial intelligence on disinformation, there is nearly unanimous agreement
among the respondents, as shown in Table 4. Ninety-four per cent believe that the development of AI will generate more
complex disinformation that will be more dicult to verify, with this perception being very strong in both Spain and Portugal.
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Table 4. Answers to Statement E: “e advancement of Articial Intelligence will promote the emergence of
more complex disinformation that will be increasingly dicult to verify”
SpainPortugal
Iberian
Peninsula
MenWomenTotalMenWomenTotal
Strongly disagree
Disagree310%34%33%
Neither agree nor di
-
sagree
25%13%34%33%
Agree1945%828%2738%1257%444%1653%4343%
Strongly agree
2150%1759%3854%943%556%1447%5251%
Don’t know/Not an
-
swered
Total42100%29100%71100%21100%9100%30100%101100%
Source: prepared by the authors
Statement F says that algorithms will intensify the generation of customised content tailored to customers’ preferences. On
this point, 60% of the senior executives surveyed agree that articial intelligence will play a key role in tailoring the consumer´s
experience. In general terms, no signicant dierences were observed in the responses between the two countries analysed.
However, it should be noted that Spanish managers showed a slightly higher level of agreement than their counterparts in the
other country.
In response to Statement G, which focused on whether the main opportunities for ghting disinformation and hoaxes lie in
developing media literacy programmes, 79% of respondents in Spain agreed or strongly agreed, with this gure rising to 80%
in Portugal. Regarding gender, it is worth noting that among Portuguese women, the responses “agree” and “strongly agree”
reach a total of 100%. In the case of Portuguese men, this percentage barely exceeds 70%. Table 5 shows a similar trend in
Spain, where women are also more resolute.
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Table 5. Answers to Statement G: “e main opportunities to ght against disinformation lie in the
development of eective media literacy programmes”
SpainPortugal
Iberian
Peninsula
MenWomenTotalMenWomenTotal
Strongly disagree
Disagree12%13%23%210%27%44%
Neither agree nor disagree
921%414%1318%314%310%1616%
Agree2252%1034%3245%1152%889%1963%5150%
Strongly agree
1024%1448%2434%419%111%517%2929%
Don’t know/Not answered
15%13%11%
Total42100%29100%71100%21100%9100%30100%101100%
Source: prepared by the authors
Overall, the executives surveyed positively rated Statement H regarding the prediction that audiovisual production tailored to
social media will increase. More than 80% support the use of short, explanatory videos. However, dierences emerge when the
data is broken down by gender. ere is greater consensus among women than among men, both in Spain and Portugal (84%
versus 75% and 89% versus 81%, respectively).
As for Statement I declares that more natural, accessible and transparent editing formats will emerge, which will be adapted
to social media, yet this declaration received only moderate support (69% in Spain and 60% in Portugal). It should be noted
that in this case, response patterns dier signicantly between the two countries, as shown in Table 6. In Spain, there is higher
consensus among men (71%) than among women (66%), with a dierence of 5 percentage points. In Portugal, on the other
hand, women show a signicantly higher level of agreement than men (89% compared to 48%).
Table 6. Answers to Statement I: “New and minimally edited formats will emerge in order to present content
in a more natural, transparent and accessible way”
SpainPortugal
Iberian Pe
-
ninsula
MenWomenTotalMenWomenTotal
Strongly disagree
Disagree410%310%710%210%27%99%
Neither agree nor disa
-
gree
820%724%1521%943%111%1033%2525%
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Agree1434%1138%2536%838%778%1550%4040%
Strongly agree
1537%828%2333%210%111%310%2626%
Don’t know/Not an
-
swered
Total41100%29100%70100%21100%9100%30100%100100%
Source: prepared by the authors
5. Conclusions
e analysis of the data suggests that the climate crisis will require a multidisciplinary communication approach in order to
provide accurate and well-founded content, thereby avoiding alarmism. e option of designing a specic communication
strategy for environmental issues is being considered. is would keep these issues on the daily agenda without overwhelming
audiences, and it could oer new approaches to the problem. With this demand for specic information as part of the
communication strategy, the rst signs of tension between the media and the experts are becoming apparent.
We have observed that the media is not optimistic about the idea of incorporating specialised teams. In connection with this
matter, it has been noted that although the experts emphasise the importance of communicating issues such as energy poverty
and sustainable mobility, the managers express only scant optimism about providing more information on the 2030 Agenda
and the Sustainable Development Goals. Overall, the analysis suggests that the reason for this pessimism by the media could
be more related to a lack of resources than to the fact that the media consider the issue to be of minor importance.
According to the media executives from both countries, the intensifying eect of advances in in articial intelligence on
disinformation is a serious threat. Most agree that the development of articial intelligence will not only make it more dicult
to verify information, but will also signicantly increase the proliferation of false content. In this case, the media see a greater
threat than the experts, according to the interviews with the latter. However, both sectors agree on solutions to this concern:
the establishment of media literacy programmes to increase the ability of citizens to identify hoaxes and a commitment to
quality information.
e experts also warn about growing polarisation in social media, which is driven by algorithms that prioritise emotional
content. is phenomenon is perceived by executives as a barrier to building trust, which reinforces the need to adopt more
accessible and eective communication strategies. Linked to the design of such strategies capable of reaching new generations,
both experts and media leaders highlight the need to explore innovative formats. One option seems to be a commitment to
short audiovisual content, as well as hybrid strategies that combine the digital and physical environments, such as debates
and forums.
Media that are local, independent, or with limited resources nd it more dicult to invest in these new formats and create
a scientic specialisation, as both require funding and a commitment to innovation. However, the experts recommend that
communication regarding environmental challenges should be more accessible, and that information should oer approaches
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that connect global and local decisions. One example is explaining the need to implement low-emission zones or bringing the
2030 Agenda closer to the public. is approach would necessarily involve the work of community media. Unfortunately,
however, they are currently in a weakened condition, and their precarious nature can be an obstacle to their adaptation and
development (Negreira-Rey; López-García; Vázquez-Herrero, 2020).
is research has several limitations that should be considered. Firstly, as this is an exploratory study, its results are neither
denitive nor conclusive. Furthermore, the research was conducted exclusively in two countries, which limits extrapolation of
the ndings to other geographical or cultural areas. Finally, the sample analysed is limited regarding the number of responses,
which could inuence the representativeness of the conclusions obtained. Despite these shortcomings, the analysis enables
us to illustrate a shared opinion among the experts and executives on the importance of improving the quality of scientic and
environmental communication, which requires adaptation to the new technological and social challenges.
e ndings conrm that the experts have proposed specic strategies to improve environmental information, such as by
diversifying formats and developing specialised units. e executives, on the other hand, reect a more cautious approach,
reecting doubts about the capability of newsrooms to implement the necessary changes. In short, the study herein serves as
a starting point for the dialogue required between the scientic community and the media. e authors suggest that future
analyses must delve deeper into the causes, as well as the obstacles, that prevent the media from adopting new strategies to
improve information on environmental issues and climate change.
6. Acknowledgements
is article has been translated into English by Charles E. Arthur, to whom we are grateful for his diligent work.
Funding sources: is research has been funded by the IBERIFIER Plus project, and co-nanced by the European Commission
under the auspices of the DIGITAL2023-DEPLOY-04 call, European Digital Media Observatory (EDMO) – National and
Multinational Centres, grant number: IBERIFIER Plus – 101158511.
7. Specic contributions of each author
Name and Surnam
e
Conception and design of the work
Alicia de Lara González and Alba García-Ortega
Methodology
Alicia de Lara González
Data collection and analysis
Alba García-Ortega
Discussion and conclusions
Alicia de Lara González and Alba García-Ortega
Drafting, formatting, version review and approval
Alicia de Lara González and Alba García-Ortega
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8. Conict of interest
e authors declare that there is no conict of interest contained in this article.
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Whitmee, S., Haines, A., Beyrer, C., Boltz, F., Capon, A. G., de Souza Dias, B. F., ... & Yach, D. (2015). Safeguarding human health
in the Anthropocene epoch: report of e Rockefeller Foundation–Lancet Commission on planetary health.
e Lancet
, 386
(10007).
https://doi.org/10.1016/S0140-6736(15)60901-1
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608
|
nº 41, pp. 589-608
|
July-December of 2025
Communicating climate change in the current digital ecosystem: the viewpoint of experts and media strategies
ISSN: 1696-019X / e-ISSN: 2386-3978
doxa.comunicación
Appendix 1: Classication diagram used to qualitatively analyse the interviews. Guidelines and
core topic areas for interpreting the information collected
Vara-
Miguel, A. (2020). Cross
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national similarities and differences between legacy and digital
-
born news media audiences.
Media and communication
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27.
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Vosoughi, S., Roy, D., & Aral, S. (2018). The spread of true and false news online.
Science
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359 (6380), 1146
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1151.
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Watts, N., Amann, M., Arnell, N., Ayeb
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Karlsson, S., Beagley, J., Belesova, K., ... & Costello,
A. (2021). The 2020 report of The Lancet Countdown on health and climate change: responding
to converging crises.
The Lancet
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170.
https://doi.org/10.1016/S0140-
6736(20)32290-X
Whitmee, S., Haines, A., Beyrer, C., Boltz, F., Capon, A. G., de Souza Dias, B. F., ... & Yach,
D. (2015). Safeguarding human health in the Anthropocene epoch: report of The Rockefeller
Foundation
–
Lancet Commission on planetary health.
The Lancet
, 386 (10007).
https://doi.org/10.1016/S0140-6736(15)60901-1
10.
Appendix 1: Classification diagram used to
qualitative
ly analyse the interviews.
Guidelines and core topic areas for interpreting the information
collected