Web image search results reinforce pre-existing notions about climate change: Study

Pre-existing concerns about climate change are perpetuated by internet search algorithms results, influencing people’s attitudes and beliefs to match those sentiments, reinforcing the cycle

According to a recent study, the results of image searches on the internet more often reflect pre-existing subjective climate concerns than objective climate facts. The study examined how well-known algorithms used by internet search engines decide which climate change content to show globally and how exposure to these results influences users’ attitudes and actions related to mitigating climate change.

While social media algorithms have been found to shape users’ beliefs and behaviours, less is known about the impact of internet search algorithms (for example, Google Search) on people’s cognitive concepts and behavioural signatures. 

The study focused on how Google Image Search’s emotive search results prompted support for and concern about climate change. Researchers also assessed whether subjective climate sentiments or objective climate risks are embedded in internet search outputs by conducting Google Images searches for climate change keywords within multiple countries.

Emotions over objectivity

The results of internet picture searches, according to the study, more often reflect preexisting subjective climate concerns than objective climate facts. Objective climate change mitigation efforts, objective climate change effects and GDP did not significantly predict output emotionality. This was in line with an increasing amount of research showing that despite users’ impressions of objectivity when engaging with such systems, algorithms that appear to be “non-biased” nevertheless contain subjectivity.

Numerous studies have warned that search engine algorithms that aim for individual-level personalisation may favour false information in search results and support confirmation bias, the dissemination of false information, and the reinforcement of societal biases. 

The study said that participants exposed to images from countries with high pre-existing climate concern became more concerned about climate change, supportive of climate policy and likely to act pro-environmentally, suggesting a cycle of climate sentiment propagation systemically facilitated by internet search algorithms. For instance, exposure to images depicting successful collective action or car-free cities, was found to increase support for climate mitigation policy. 

Internet search engines are heavily relied upon for information acquisition, with 4.3  billion people having used Google in 2022 and 20% of all searches from Google Images. However, the epistemic value of these tools relies on the quality of the information provided. 

Research shows that people rely on and trust information retrieved from algorithms, some of the most used resources on the internet and an increasingly central information infrastructure. Educators are similarly starting to rely on search engines in the teaching and learning process. The increasing reliance on information retrieved from digital search has led some to suggest that internet search engines now have the power of shaping society. The study showed evidence of the role such tools play in the fight against climate change. 

In 2022, 4.3 billion people used Google, and 20% of all queries came from Google Images, demonstrating how heavily people rely on internet search engines to obtain information, the study pointed out. 

According to research, consumers trust and rely on information that is retrieved via algorithms, which are among the most popular online resources and part of an increasingly centralised information architecture. Similarly, educators are beginning to use search engines in their lesson plans. Some have argued that internet search engines now have the ability to influence society due to the growing dependence on information found through digital searches.

The study said that individual-level behavioural interventions should be deployed alongside system-level interventions, to streamline climate action efforts. This gap in knowledge is particularly concerning in the context of climate change, a globally polarized topic, subject to rampant misinformation.

About The Author

Editorial Team

A team of handpicked and dedicated writers committed to fact check each climate-related statement. Go to the roots and intent of each policy implemented, internationally and at home to help you understand climate better

See author's posts