Counter-hegemonic discourses in the formation of public opinion: climate influencers in X at COP 27

Abstract

The fight against climate change has become one of the main topics of public debate in recent years. In this context, various actors strive to shape public opinion, most notably influencers on digital platforms. This study aims to analyse the characteristics of counter-hegemonic discourse —understood as discourse that challenges established power structures and dominant narratives while proposing alternative perspectives— promoted by these actors. To this end, the research employs quantitative content analysis to examine the case of the United Nations Climate Change Conference held in Sharm El-Sheikh, Egypt, in 2022 (COP 27). The sample consists of posts published on X/Twitter by 20 UN-designated climate influencers (N = 3,203). The results reveal that influencers employ a counter-hegemonic discourse to establish themselves as key figures in the public debate on the issue. Moreover, they raise the visibility of issues previously excluded from social discourse, thus broadening the public agenda on the climate crisis. However, they do not use counter-hegemony to challenge dominant power structures or meanings. Instead, they position themselves as intermediaries to public opinion, advocating for environmental justice rather than acting as a counter-hegemonic force. In this way, they function as a unifying and articulating force between the climate movement and institutions, acting as a bridge. In this way, they employ a combination of hegemonic and counter-hegemonic mechanisms to influence the formation of public opinion on an issue of critical importance to contemporary society.