GFF project

This research project investigates the covert influence of corporate advertising by fossil fuel and carbon-intensive industries on media portrayal of climate change. While the scientific consensus on anthropogenic climate change is clear, there remains a significant public and policy debate, partly fueled by strategic corporate communications. This study posits that beyond direct lobbying and campaign finance, these industries may employ corporate advertising in media as a subtle yet powerful tool to shape public opinion on climate change, a strategy we term as “lobbying in disguise.”

The project is structured into three investigative stages: Firstly, it examines patterns in advertising expenditure by fossil fuel companies, particularly around election periods, to ascertain if these correlate with attempts to sway public beliefs at critical political junctures. The analysis uses comprehensive advertiser-level data from Kantar Media, covering a vast array of newspapers and TV outlets from 2006 to 2020.

Secondly, the study assesses the response of media outlets to these advertising spends. By analyzing around 200,000 full-text newspaper articles on climate change, alongside content from TV and newspaper archives, the project aims to establish indicators of media bias in climate change coverage.

The final stage explores the impact of such media strategies on voting behavior. Utilizing quasi-random variations in advertising volumes dictated by the U.S. media market landscape, this phase seeks to link advertising strategies to shifts in public opinion and voter preferences.