How to Talk about Climate Change: Network and Content Analysis of Croatian Digital Sources

The world has entered the digital sources era in which Internet is the main source of news. The disruptive effects of internet on communication and public sphere were observed in many aspects of social life and distracting existing social institutions and the social systems. Discussion in public sphere on many global problems, such as environmental issues arising from global warming and climate change is clouded by divided and opposite views and beliefs, caused, as research that is presented in the article demonstrates, by the nature of the online communication platforms which humankind use to access the news. Aim of this article is to describe communication practices and discourse use connected to the term of climate change in Croatian online media-sphere through the application of semantic and content analysis of the online communication. In this paper are propose effective communication procedures and messages to enhance civil discussion and public engagement on the issue. This research shows the importance of professional media outlets and the importance of singular voices with broad community and huge number of followers on social media sites. Conclusions of this paper are that in presenting novelty it’s essential to avoid sensationalism (the ground for trivialization and denial) and publish exhaustive facts, research data and findings. and left the public to reach their own conclusion. To promote scientifically grounded stories on climate change and all the other environmental issues online, engagement of the scientists and professionals in the field of environmental protection is essential for delivering trustworthy and scientifically proven information to the public. Information provided through social media should, present facts connected to the issues, in a neutral manner to avoid unwanted strategies of reducing cognitive dissonance presented in this paper.