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

Samantha Sudhoff, Pranav Perumal, Zhaoqing Wu, Tunazzina Islam · Jan 19, 2026 · Citations: 0

Critique Edit General
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How to use this page

Low trust

Use this as background context only. Do not make protocol decisions from this page alone.

Best use

Background context only

What to verify

Read the full paper before copying any benchmark, metric, or protocol choices.

Evidence quality

Low

Derived from extracted protocol signals and abstract evidence.

Abstract

Climate discourse online shapes public understanding of climate change and informs political and policy debate, yet it unfolds across structurally different environments: paid advertising platforms host targeted, institutionally produced messaging, while public social media reflects largely organic, user-driven discussion. We present a comparative analysis of climate discourse across paid advertisements on Meta (previously Facebook) and public posts on Bluesky from July 2024 to September 2025. To support it, we develop an interpretable thematic discovery pipeline that clusters texts by semantic similarity and uses large language models (LLMs) to label clusters with concise, human-interpretable themes, requiring no predefined topic inventory or seed set. Using these themes, we find the two environments diverge systematically: paid advertising centers on strategic promotion of specific solutions in a formal, forward-looking register, whereas organic discourse centers on systemic critique in a crisis-oriented, scientifically grounded one. We also evaluate the utility of the discovered themes through downstream stance prediction and theme-guided retrieval tasks. While our analysis focuses on climate communication, the framework generalizes to comparative thematic analysis across heterogeneous communication environments.

Low-signal caution for protocol decisions

Use this page for context, then validate protocol choices against stronger HFEPX references before implementation decisions.

  • The available metadata is too thin to trust this as a primary source.
  • The abstract does not clearly describe the evaluation setup.
  • The abstract does not clearly name benchmarks or metrics.
Human Eval Hub LLM-as-Judge Hub Pairwise Preference Hub

Should You Rely On This Paper?

This paper is adjacent to HFEPX scope and is best used for background context, not as a primary protocol reference.

Best use

Background context only

Use if you need

Background context only.

Main weakness

The available metadata is too thin to trust this as a primary source.

Trust level

Low

Usefulness score

40/100 • Low

Treat as adjacent context, not a core eval-method reference.

Human Feedback Signal

Detected

Evaluation Signal

Weak / implicit signal

Usefulness for eval research

Adjacent candidate

Extraction confidence 45%

If you are doing eval pipeline work, start here:

Human Eval Hub LLM-as-Judge Hub Pairwise Preference Hub Tool-Use Eval Hub

What We Could Verify

These are the protocol signals we could actually recover from the available paper metadata. Use them to decide whether this paper is worth deeper reading.

Human Feedback Types

partial

Critique Edit

Directly usable for protocol triage.

"Climate discourse online shapes public understanding of climate change and informs political and policy debate, yet it unfolds across structurally different environments: paid advertising platforms host targeted, institutionally produced messaging, while public social media reflects largely organic, user-driven discussion."

Evaluation Modes

missing

None explicit

Validate eval design from full paper text.

"Climate discourse online shapes public understanding of climate change and informs political and policy debate, yet it unfolds across structurally different environments: paid advertising platforms host targeted, institutionally produced messaging, while public social media reflects largely organic, user-driven discussion."

Quality Controls

missing

Not reported

No explicit QC controls found.

"Climate discourse online shapes public understanding of climate change and informs political and policy debate, yet it unfolds across structurally different environments: paid advertising platforms host targeted, institutionally produced messaging, while public social media reflects largely organic, user-driven discussion."

Benchmarks / Datasets

missing

Not extracted

No benchmark anchors detected.

"Climate discourse online shapes public understanding of climate change and informs political and policy debate, yet it unfolds across structurally different environments: paid advertising platforms host targeted, institutionally produced messaging, while public social media reflects largely organic, user-driven discussion."

Reported Metrics

missing

Not extracted

No metric anchors detected.

"Climate discourse online shapes public understanding of climate change and informs political and policy debate, yet it unfolds across structurally different environments: paid advertising platforms host targeted, institutionally produced messaging, while public social media reflects largely organic, user-driven discussion."

Human Feedback Details

  • Uses human feedback: Yes
  • Feedback types: Critique Edit
  • Rater population: Not reported
  • Expertise required: General

Evaluation Details

  • Evaluation modes:
  • Agentic eval: None
  • Quality controls: Not reported
  • Evidence quality: Low
  • Use this page as: Background context only

Protocol And Measurement Signals

Benchmarks / Datasets

No benchmark or dataset names were extracted from the available abstract.

Reported Metrics

No metric terms were extracted from the available abstract.

Research Brief

Metadata summary

Climate discourse online shapes public understanding of climate change and informs political and policy debate, yet it unfolds across structurally different environments: paid advertising platforms host targeted, institutionally produced messaging, while public social media reflects largely organic, user-driven discussion.

Based on abstract + metadata only. Check the source paper before making high-confidence protocol decisions.

Key Takeaways

  • Climate discourse online shapes public understanding of climate change and informs political and policy debate, yet it unfolds across structurally different environments: paid advertising platforms host targeted, institutionally produced messaging, while public social media reflects largely organic, user-driven discussion.
  • We present a comparative analysis of climate discourse across paid advertisements on Meta (previously Facebook) and public posts on Bluesky from July 2024 to September 2025.
  • To support it, we develop an interpretable thematic discovery pipeline that clusters texts by semantic similarity and uses large language models (LLMs) to label clusters with concise, human-interpretable themes, requiring no predefined topic inventory or seed set.

Researcher Actions

  • Compare this paper against nearby papers in the same arXiv category before using it for protocol decisions.
  • Check the full text for explicit evaluation design choices (raters, protocol, and metrics).
  • Use related-paper links to find stronger protocol-specific references.

Caveats

  • Generated from abstract + metadata only; no PDF parsing.
  • Signals below are heuristic and may miss details reported outside the abstract.

Recommended Queries

Research Summary

Contribution Summary

  • We present a comparative analysis of climate discourse across paid advertisements on Meta (previously Facebook) and public posts on Bluesky from July 2024 to September 2025.
  • To support it, we develop an interpretable thematic discovery pipeline that clusters texts by semantic similarity and uses large language models (LLMs) to label clusters with concise, human-interpretable themes, requiring no predefined…

Why It Matters For Eval

  • To support it, we develop an interpretable thematic discovery pipeline that clusters texts by semantic similarity and uses large language models (LLMs) to label clusters with concise, human-interpretable themes, requiring no predefined…

Researcher Checklist

  • Pass: Human feedback protocol is explicit

    Detected: Critique Edit

  • Gap: Evaluation mode is explicit

    No clear evaluation mode extracted.

  • Gap: Quality control reporting appears

    No calibration/adjudication/IAA control explicitly detected.

  • Gap: Benchmark or dataset anchors are present

    No benchmark/dataset anchor extracted from abstract.

  • Gap: Metric reporting is present

    No metric terms extracted.

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