Multimodal narratives of climate denial: A novel, visual-first methodology for analysing conspiracy theory discourse on Instagram
Year: 2025
Type: article
Abstract: This study introduces a visual-first method for critically analysing multimodal discourse. Using multimodal critical discourse analysis, we examine how modalities work in unison, or articulate, to construct meaning in Instagram posts using the hashtag, #climatechangehoax. Leveraging unsupervised machine learning via a custom computational tool, the 'Image Machine', we identify dominant visual signatures and discursive themes. These visual signatures include images of clouds and condensation trails, screenshots of social media posts, images of cars, and memetic themes. The analysis reveals strong alignment between climate denial and conspiratorial tropes, particularly the “Chemtrails” conspiracy theory. The findings from critical close reading underscore complex, intertextual semiotic articulations within posts, where visuals, hashtags, and text converge to perpetuate conspiratorial narratives. The results underscore the need to consider worldviews of conspiracy theorists as they socially create and visually represent knowledge, providing insights into how multimodal misinformation spreads on social media platforms and contributing to a deeper understanding of conspiracy theory discourse.
Source: Discourse Context & Media
Institution: Queensland University of Technology
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: hybrid
Estimated APC paid: $3,770
OpenAlex ID: W4414273358