Environmental Issues and Internet Memes 

Environmental issues have never been so present in our everyday lives, dominating public debate and involving NGOs, public authorities, companies, and citizens alike. While the mental health impacts of natural disasters are well-documented, the emotional and psychological consequences of merely being aware of climate change are less understood. Our research seeks to fill this gap by investigating how public opinion on environmental issues is expressed through internet memes—digital artifacts that are both humorous and deeply revealing.

Decoding Climate Memes: What We Set Out to Discover

Our study aimed to explore how internet memes serve as a medium for expressing the public’s emotional and psychological responses to climate change. Following in the footsteps of previous research on political, religious, and gender issues, we turned to user-generated content in the form of memes to understand citizen-consumers’ representations of environmental issues. Memes are a rich and increasingly popular data source, combining words and images to convey a wide range of emotions and opinions. Beneath their humorous veneer, memes often carry significant meaning, reflecting ideologies, social structures, and cultural symbols.

For our analysis, we collected and examined over 800 memes from major social media platforms and image boards, including Twitter, Instagram, and 4Chan. Using an inductive approach—allowing themes to emerge organically rather than imposing preconceived expectations—we discovered that environmental degradation can lead to serious psychological distress. Many memes express a pessimistic view of the future, feelings of powerlessness, and even environmental anxiety, revealing the deep-seated concerns that individuals harbor about the planet’s fate.

Eco-Anxiety: The Growing Psychological Toll of Climate Change

One of the most striking findings from our analysis is the widespread presence of eco-anxiety—a profound and pervasive worry about the future of our planet. This anxiety is often linked to feelings of powerlessness, as individuals question whether their personal actions can make a difference in the face of global environmental challenges. Memes vividly portray the frustration of those striving to live sustainably but feeling that the inaction of larger entities like corporations and governments overshadows their efforts. This sense of helplessness contributes to the growing psychological burden that climate change imposes on individuals.

Social Identity and Environmental Awareness

Our study also highlights how memes reflect and shape social identity in the context of environmental awareness. Environmental consciousness has become a crucial aspect of how people define themselves and their social circles. Memes frequently depict a divide between those deeply committed to environmental causes and those perceived as indifferent, underscoring the social tensions that arise when environmental values clash. This division is not merely a difference of opinion; it represents broader social dynamics where environmental consciousness is a marker of identity and group belonging.

As trivial and insignificant as they may seem at first glance, these means of expression [memes] appear to have meaningful implications for understanding a culture.

In addition, our analysis emphasizes the existence of stereotypical representations of the actors involved in the environmental crisis and the recurring tendency to anthropomorphize the Earth. These portrayals often reinforce in-group and out-group dynamics, where environmental concerns become a means of categorizing individuals and defining social identities.

Humor as a Coping Mechanism for Climate Stress

Despite addressing serious themes, many of the memes we analyzed employ humor as a coping mechanism. Humor allows individuals to confront the overwhelming realities of climate change without being paralyzed by fear. Self-deprecating humor, in which people mock their own struggles with sustainable living, is particularly common. This approach makes the topic more relatable and helps build a sense of community among those facing similar challenges, fostering solidarity and resilience in the face of environmental stress. As we observed, humor appears to mitigate the psychological distress associated with environmental degradation, offering a form of re-empowerment for individuals feeling overwhelmed by climate change.

Despite the severity of the previously mentioned anxiety disorder, the vast majority of the memes we analyzed have a humorous or ironic tone. Humor appears to be a way of mitigating the dramatic situation.

Anthropomorphizing the Planet: A Need for Connection

An intriguing pattern we observed is the anthropomorphizing of the planet in many memes. Characters like “Earth-Chan,” which depict the Earth as a fragile, human-like figure, reflect a psychological need to connect with and understand the environment on a more personal level. By humanizing the planet, individuals can relate to it more directly, evoking empathy and a stronger sense of responsibility toward environmental protection. This personification of Earth serves as a tool to make the abstract concept of environmental degradation more tangible and emotionally resonant.

Memes as a Reflection of Collective Environmental Consciousness

Our analysis shows that memes are more than just entertainment—they are powerful reflections of the collective consciousness surrounding environmental issues. These digital expressions capture how people perceive, process, and communicate their concerns about the ecological crisis. Memes serve as grassroots communication tools that spread awareness and shape public opinion in ways that traditional media often cannot. They encapsulate the collective anxieties and social dynamics that define the public’s relationship with environmental issues.

Conclusion: Addressing the Psychological and Social Dimensions of Climate Change

The findings from our research underscore the importance of addressing both the psychological and social dimensions of climate change. As eco-anxiety continues to rise, it is crucial for policymakers, educators, and communicators to recognize the emotional impact of environmental issues. Effective climate action must go beyond technical solutions to also consider the mental health and social cohesion of communities.

In conclusion, while internet memes may seem like light-hearted entertainment, they offer valuable insights into how people are coping with one of the most pressing issues of our time. By paying attention to these digital expressions, we can better understand the challenges we face and how to address them in ways that resonate with the public. 

Disclosure: This blog post was created with partial assistance from AI tools.

Full reference: Elgaaied-Gambier, Leila and Timo Mandler (2021), “Me Trying to Talk About Sustainability: Exploring the Psychological and Social Implications of Environmental Threats Through User-Generated Content,” Ecological Economics, 187, 1–15. https://doi.org/10.1016/j.ecolecon.2021.107089

Cite for: Ecological crisis, qualitative analysis, internet memes, user-generated content and public opinion, psychological well-being, eco-anxiety, social tensions, social representations