po polsku
illustration: DALL-EThe Reuters Institute for the Study of Journalism report, developed by Dr. Waqas Ejaz, Mitali Mukherjee, and Dr. Richard Fletcher, covers research conducted in eight countries (Brazil, France, Germany, India, Japan, Pakistan, the United Kingdom, and the USA), analyzing how often residents encounter climate-related information. It turns out that half of the respondents claim to see, hear, or read climate news at least once a week. This result is almost identical to 2022 (51%) and only slightly lower than in 2023 (55%).
The United States is an exception, where interest dropped drastically - from 50% in 2023 to 34% in 2024. Researchers partially attribute this to the fact that during the data collection period, public attention was focused on the presidential elections, which effectively pushed the climate topic into the background. Meanwhile, in France, where climate change is more present in public debate, 60% of respondents follow climate news at least once a week.
Media vs. Climate Change: How and Where Do We Seek Information?
Although new technologies and social media offer access to an almost unlimited number of sources, traditional media still dominate climate communication. According to analysts from the Reuters Institute, television remains the most popular medium for delivering climate news - 31% of respondents declare that they most often encounter such information there. News portals rank second (24%), while social media comes third (19%).
In countries like India and Pakistan, the popularity of social media as a source of climate information is higher than in Europe or the USA. In India, as many as 43% of respondents admit encountering climate misinformation online - the highest among the surveyed countries.
| Most Preferred Climate Information Formats | Percentage of Respondents |
|---|---|
| Video materials (e.g., TV reports, documentaries) | 51% |
| Texts (articles, reports) | 39% |
| Visualizations (charts, infographics) | 28% |
| Audio (podcasts, radio shows) | 20% |
| Discussions and panels | 20% |
| Interactive content (quizzes, simulations) | 18% |
Interestingly, despite the variety of formats, video materials remain the most preferred - especially in countries like India, Pakistan, and Brazil, where audiovisual content outweighs textual content.
Trust in Media: Scientists at the Top, Politicians at the Bottom
Trust in climate information sources remains stable - 50% of respondents trust the media, similar to 2023. Scientists are the most trusted source of information (74%), while politicians and political parties enjoy minimal trust (25%).
Main Climate Information Sources by Trust Level:
- Scientists: 74%
- Official international institutions (e.g., UN): 60%
- Charitable organizations: 52%
- Climate activists: 45%
- News media: 50%
- Politicians and political parties: 25%
- Celebrities: 24%
Interestingly, the format of information also matters. Video materials are the most favored - 51% prefer watching video reports or documentaries, while only 39% opt for written texts. In the United Kingdom, however, texts remain the most popular.
Climate Misinformation Online: Who Is to Blame?
Although climate misinformation no longer stirs as much emotion as it did a few years ago, it remains a serious challenge. One in four respondents (25%) claims to encounter false climate change information at least once a week.
Climate misinformation remains a significant issue, particularly in countries like India, where 43% of respondents report regularly coming across false information about climate change. Interestingly, misinformation sources vary widely, with politicians and celebrities among the most frequently indicated.
| Source of Misinformation | Percentage of Respondents |
|---|---|
| Politicians and political parties | 12% |
| Governments | 11% |
| Celebrities | 10% |
| Climate activists | 10% |
| Scientists | 8% |
| International institutions | 8% |
| Energy companies | 8% |
| Friends and family | 7% |
| Charitable organizations | 6% |
| Religious leaders | 6% |
The problem is not only the emergence of false content but also its dissemination by public figures and influential groups. The high number of mentions of politicians and celebrities as misinformation sources shows that major media players are not always responsible for misleading the public.
The Future of Climate Reporting
The report "Climate Change and News Audiences 2024" shows that while climate change should be a priority topic, the media do not always manage to effectively engage audiences. Journalists often limit themselves to reporting disasters without explaining their causes and long-term consequences.
Experts emphasize the need for more engaging forms of communication that not only describe disasters but also clearly explain the complexity of the problem. Creating local content that addresses the direct impacts of climate change can help increase interest in the topic.
In the fight for audience attention, the media must rethink their approach to climate coverage. It is essential not only to report disasters but also to show how political decisions and our daily choices impact the planet. Only then will climate change become a constant topic in public debate, rather than just a short-lived alarm after the next catastrophe.
The full "Climate Change and News Audiences 2024" report is available at https://reutersinstitute.politics.ox.ac.uk
COMMERCIAL BREAK
New articles in section Media industry
Cyberviolence and hate disguised as a joke. The RAYUELA report on youth
Krzysztof Fiedorek
The study conducted in five countries reveals a harsh truth. Online violence is not evenly distributed. It is a digital map of prejudice that hurts the most those who stand out the most. "It’s just a joke." That’s how violence often begins. Young people go through it in silence.
Trust in social media. Youtube beats TikTok and X
Krzysztof Fiedorek
Do we really trust social media? A new study reveals major differences in how top platforms are rated. Trust goes where there's authenticity, not just algorithms. The role of people is growing while brand influence is fading.
Artificial intelligence in newsrooms. Three realities of the AI era in media
Krzysztof Fiedorek
According to a report by the European Broadcasting Union, many newsrooms already use AI but still do not fully trust it. Audiences do not want "robotic" news, and the technologies themselves though fast can be costly, unreliable, and surprisingly human in their mistakes.
See articles on a similar topic:
The Podcast Market in Poland. Research by Wprost and Tandem Media
Krzysztof Fiedorek
How many Polish internet users listen to podcasts? Where and how do we listen? How and why do we choose episodes? Two major studies on this topic were recently released. One by Wprost, the other by Tandem Media from Agora Radio Group. We present both for data comparison and insights.
Fake News in Poland. Challenges in Assessing Information Credibility
RINF
One in four information consumers relies on sources where verifying credibility is a significant challenge. Fake news remains a major issue, as indicated by 77% of respondents, with 51% admitting they struggle to discern truth from falsehood, according to Deloitte's *Digital Consumer Trends 2021* report.
Media in Poland 2022. How Poles Watch, Listen, Read, and Surf the Web
Krzysztof Fiedorek
Nearly two million Poles have access to a TV but do not watch television. For radio, the analogous group amounts to 8% of radio owners. Two-thirds of Poles reach for printed press, even occasionally, while the number of mobile internet users exceeds desktop users by nearly three million.
Social Media in 2025. Generational Differences Are Crystal Clear
KFi
More and more people are saying they’re cutting back on time spent on social media. And while this doesn’t mean a mass exodus, the trend is clear. According to latest GWI report, 31% of users said they had reduced their social media use. There’s also a subtle frustration.
