Social media versus scientific literature: Comparing climate change discourses to support efficient communication and policy alignment in the Iberian Peninsula

Ana Sofia Cardoso, Hugo Rebelo, Ricardo Aleixo Correia, Uri Roll, João Andrade Santos, Alípio Jorge, Ana Sofia Vaz

Understanding disparities between scientific priorities and public discourse is critical for improving climate change communication, fostering public engagement, and supporting evidence-based policymaking. Here we investigated thematic and spatial dynamics of climate change-related content in scientific literature and social media. We focused on the Iberian Peninsula over the 2012-2022 decade, as a test case. We compared the frequency and geographical distribution of scientific research and Twitter posts that addressed the general topic of climate change and climate-related natural hazards (e.g., drought, wildfires, floods). We found a contrasting focus: while droughts (39%) were the most frequently mentioned hazard in scientific literature, wildfires (31%) dominated public discourse on social media. Spatially, scientific information was more concentrated in regions such as Andalusia, Catalonia, and northern Portugal, whereas Twitter activity showed broader engagement in central and northeastern Iberia. These thematic and spatial discrepancies suggest possible misalignments in the prioritization and perception of climate risks, which may undermine public understanding and engagement. Our findings underscore the need for communication strategies that are regionally adapted and aligned with public concerns and research priorities. Bridging these gaps is essential for fostering trust in climate science, enhancing collective action, and supporting the development of effective climate mitigation strategies.