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were provided, we relied on those summaries.
The documents were first binned into four categories: Internal, PeerReviewed, Non-Peer-Reviewed, and Advertorial. This allows us to
distinguish communications according to degree of accessibility – a key
variable in assessing the consistency of ExxonMobil’s representations of
human-caused climate change.
Tailoring the approaches of Cook et al., Feldman et al., and Elsasser and
Dunlap, we then coded each document to characterize its positions on
climate change as real, human-caused, serious, and solvable. (Research has
shown that these four factors are key predictors of public support for climate
policies. Not coincidentally, they also underpin most narratives of climate
skepticism and denial.) We also characterized each document’s positions (if
any) on the risks of stranded fossil fuel assets. (This is pertinent, because
Attorneys General and the Securities and Exchange Commission are
investigating ExxonMobil’s understanding and disclosures of the financial
risks related to either climate change or future climate policy, and
shareholders have questioned the adequacy of ExxonMobil’s disclosures on
this point. We therefore examined what, if anything, has been stated on this
subject in the documents.)
Q9: Are the methodologies used the widely-accepted methodologies to assess
these kinds of communications?
A9: Yes, our methodologies are based on those that have been used to quantify
the consensus on human-caused climate change by Oreskes [6] and Cook et
al. [7] and those that have been used to characterize media communications
about climate change by Feldman et al. and Elsasser and Dunlap [8,9].
Developed to assess peer-reviewed scientific literature, cable news, and
conservative newspapers, respectively, these offer generalizable approaches
to quantifying the positions of an entity or community on a particular
scientific question across multiple document classes.
More broadly, content analysis is a well-established social science method
for investigating and characterizing mass media and other communication
content [10]. Metag (2016), for example, observes that, “content analysis is
one of the most frequently used methods in climate change communication
research” [11]. Our methodologies, refined based on critical commentary by
independent, anonymous referees, passed academic peer-review.
Q10: Why did you choose these methodologies over other available
methodologies?
A10: A comprehensive answer to this question is beyond the scope of this
document, primarily because there are many available methodologies, and
because their definitions – including definitions of content analysis – are
themselves typically inexact. For example, Titscher et al. delineate twelve
distinct social-scientific methods of text analysis, including content analysis
[10]. Other disciplines, such as history and investigative journalism, offer