How content sophistication shapes climate discourse on YouTube
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Abstract
We analyze 3163 climate-related YouTube videos posted between 2006 and 2021. More sophisticated videos—those with higher production quality, richer descriptions, longer duration, and specialized terminology—draw climate-related comments that lean toward explicit position-taking and away from affective response, and they tend to receive more views. Content sophistication thus shapes the character of climate discourse, while the overall amount of climate discussion remains about the same.
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Authors: Paramveer S. Dhillon, Siqi Ma, Jiyu Chen, Anjana Susarla
Institutions: University of Michigan, Michigan State University, Stanford University, IIT@MIT