Appeal to identity and belonging

Appeal to identity involves framing climate change in a way that aligns with or opposes a particular group’s identity, values, or beliefs. This tactic is effective because it taps into the human need for belonging and social identity. By positioning climate change as an issue that aligns with or threatens a group’s core values, disinformers can polarize the debate and create an “us vs. them” mentality.

In the U.S., climate change has often been framed as a partisan issue, where accepting climate science is associated with liberal or progressive values. This framing can lead conservatives to reject climate science as a means of maintaining their group identity. Media outlets and politicians may reinforce this divide by portraying climate action as an agenda pushed by elites or urban liberals, thus alienating rural or conservative communities.