Paid Voices vs. Public Feeds: Interpretable Cross-Platform Theme-Based Analysis of Climate Discourse

We present ClimateChat-300K, a large-scale dataset of 299,329 public Facebook posts about climate change collected between May 2020 and May 2024 through the CrowdTangle platform. The dataset contains 41 metadata features including post content, engagement metrics, and page attributes, covering material from more than 26,000 global pages. Each post includes rich contextual information such as language, timestamp, page category, and interaction counts, enabling comprehensive analyses of public discourse around climate communication. Using topic modeling and sentiment analysis, we identify ten main themes grouped into five domains: policy, activism, cooperation, science, and conservation. The results reveal that emotional tone, post format, and page identity strongly influence audience engagement, with visually rich and emotionally charged content receiving the highest levels of interaction. The dataset also demonstrates how online discussions evolved in response to major events such as international climate summits and the COVID-19 pandemic period. ClimateChat-300K provides an open resource for reproducible and interdisciplinary research on polarization, misinformation, and the dynamics of digital climate discourse. By releasing this dataset, we aim to support transparent, data-driven research and contribute to a deeper un-derstanding of how public engagement with climate issues develops across time, geography, and institutional contexts.

Social media platforms have become primary arenas for climate communication, generating millions of images and posts that - if systematically analysed - can reveal which communication strategies mobilise public concern and which fall flat. We aim to facilitate such research by analysing how computer vision methods can be used for social media discourse analysis. This analysis includes application-based taxonomy design, model selection, prompt engineering, and validation. We benchmark six promptable vision-language models and 15 zero-shot CLIP-like models on two datasets from X (formerly Twitter) - a 1,038-image expert-annotated set and a larger corpus of over 1.2 million images, with 50,000 labels manually validated - spanning five annotation dimensions: animal content, climate change consequences, climate action, image setting, and image type. Among the models benchmarked, Gemini-3.1-flash-lite outperforms all others across all super-categories and both datasets, while the gap to open-weight models of moderate size remains relatively small. Beyond instance-level metrics, we advocate for distributional evaluation: VLM predictions can reliably recover population level trends even when per-image accuracy is moderate, making them a viable starting point for discourse analysis at scale. We find that chain-of-thought reasoning reduces rather than improves performance, and that annotation dimension specific prompt design improves performance. We release tweet IDs and labels along with our code at https://github.com/KathPra/Codebooks2VLMs.git.

The pervasive growth of digital content, specifically short videos on social media platforms, has significantly altered how topics are discussed and understood in public discourse. In this work, we advance automated visual theme detection by assessing zero-shot and clustering capabilities on social media data. (1) We evaluated the capabilities of notable VLMs such as VideoChatGPT, PandaGPT, and VideoLLava using zero-shot image classification and compared their performance to the baseline provided by frame-wise CLIP image classification. (2) By treating clustering as a minimum cost multicut problem, we aim to uncover insightful patterns in an unsupervised manner. For both analysis strategies, we provide extensive evaluations and practical guidance to practitioners. While VLMs are currently not able to detect climate change specific classes, the clustering results are distinct visual frames. %Given that VLMs are not currently capable to grasp the climate change discourse, we focus the clustering evaluation of image embedding models. We find that both ConvNeXt V2 and DINOv2 produce meaningful clusters, with DINOv2 focusing more on style differences and abstract categories, while ConvNeXt V2 clusters differ in more fine-grained ways. Code available at https://github.com/KathPra/ClimateVID.git.