The challenge
Securing community support and acceptance has been identified as a crucial step in the development of Australia’s hydrogen industry. In its emerging stages, it is widely accepted that news media and social media will have a strong influence on public perceptions of the hydrogen industry. By focussing on certain aspects of hydrogen or framing the energy carrier positively or negatively, it is understood that news media and social media can significantly impact the general public’s beliefs, opinions, and attitudes.
As Australia’s hydrogen industry faces a critical stage in its development, it is important to ascertain how the energy carrier is currently being framed on these channels and how these narratives could impact the public’s perceptions.
The solution
Research that examines the impact of news media narratives or strategic communication on perceptions and acceptance of the hydrogen industry in Australia is rare. This evidentiary research project answers calls from Federal and State Governments and industry to improve understanding of hydrogen energy in Australian communities. This project summary incorporates the following research studies:
- An analysis of hydrogen industry narratives in Australia’s news and social media using big data analytic techniques
- A national quasi-experimental survey to test the impact of message framing on public acceptance and support of hydrogen exports
- A Public Acceptance of Hydrogen event held in 2022 with industry, government and researchers
The objectives
An analysis of hydrogen industry narratives in Australia’s news and social media
Using big data analytic techniques, this study investigated how hydrogen is presented to the Australian public on news media and social media channels. To understand the current framing of the hydrogen industry in Australia, the study employed horizon scanning and megatrend reporting technology to mine and identify key trends in news media reporting and social media conversations about hydrogen.
A national quasi-experimental survey
A national quasi-experimental survey was conducted to examine the Australian public’s perceptions, opinions, and acceptance of hydrogen exports and test the impact of different message framing techniques.
Public Acceptance of Hydrogen Event 2022
A Public Acceptance of Hydrogen event was held in Melbourne as a collaboration between the Queensland University of Technology (QUT), Swinburne University of Technology’s Victorian Hydrogen Hub (VH2) and the Future Energy Exports CRC (FEnEx CRC). This event aimed to share findings from recent research and inform future research collaborations between academia and industry.
The outcomes
An analysis of hydrogen industry narratives in Australia’s news and social media
Various types of big data analyses were conducted including volume, bigram and sentiment analyses and topic modelling to identify the most prominent and important trending topics surrounding hydrogen. Analysing these discussions and narratives formed an evidence base of the current and dominant framing of the hydrogen industry in Australia and highlighted how these sources could influence public opinion. By analysing both news media and social media data, the study was able to explore how news media could act as mediators between decision-makers and citizens, while social media could provide the public with an opportunity to respond and voice their perspectives on energy-related issues.
Findings from the big data analysis of news media reporting and social media conversations revealed that:
- Overall social media and news media conversations about hydrogen have increased in volume from 2019 but have remained neutral.
- The topics surrounding hydrogen evolved with time, with more complex narratives emerging in 2021.
- Negative framing of hydrogen was connected to environmental impacts, politicians, and safety incidents.
These findings highlight trends and shifts in conversations about the hydrogen industry within the Australian context.
A national quasi-experimental survey
Quantitative data analyses were utilised to assess the Australian public’s current perceptions, attitudes towards and acceptance of the hydrogen industry. These analyses also examined the impact of different strategic communication message frames (i.e., economic, and environmentally framed messages, balanced and unbalanced messages) on perceptions and acceptance of hydrogen in Australia. The findings highlighted how different demographics such as age, gender and location influenced acceptance and responses to message frames.
Key findings from the quasi-experimental survey included:
- Generally, younger, female community members are less supportive of hydorgen exports and are more concerned about the impacts of hydrogen exports on both environmental and economic factors.
- There are common trends across Australian States and Territories regarding acceptance of hydrogen exports and when Australia is expected to develop a viable hydrogen export industry.
- Regional community members responded more positively to two-sided or balanced messages about the hydrogen export industry, compared to metropolitan based community members.
- For regional community members, negative messages about hydrogen are best counteracted by messages that focus on the environmental benefits of a hydrogen export industry, compared to the economic benefits.
Public Acceptance of Hydrogen Event 2022
The Public Acceptance of Hydrogen event 2022 provided an opportunity to reflect on current research and practice related to public acceptance of Australia’s emerging hydrogen industry and to identify a future research agenda to support the industry’s growth and development.
Key deliverables from the event included:
- Identification of future research projects
- Development of core principles for ongoing community engagement.
The impact
The findings from this project provide a baseline of evidence about current narratives being presented via news and social media about Australia’s hydrogen industry as well as current perceptions and public acceptance levels.
The findings from these studies highlight important considerations for communicators who are responsible for designing strategic communication and messaging now, and as the hydrogen industry continues to develop.
Next steps
Future research should continue to monitor and examine hydrogen industry narratives on news and social media. These developing narratives could also be tested via future quasi-experimental studies to ascertain how different types of framing can impact public acceptance and opinions of hydrogen. In addition, such work could consider the attitudes and opinions of specific audiences, such as shareholders or investors and regional communities, which would provide an important multi-stakeholder perspective to the extant research.
Further information
- Future Energy Exports CRC – Milestone Deliverable Report (December 2022): Big Data Horizon Scanning Report: An analysis of hydrogen industry narratives in Australia’s news and social media. Author(s): Dr Sangeetha Kutty – Queensland University of Technology (QUT); Professor Richi Nayak – Queensland University of Technology (QUT); Dr Ellen Tyquin – Queensland University of Technology (QUT)
- Public Acceptance of Hydrogen Event 2022 – Summary Report. (December 2022) Author(s): Dr Ellen Tyquin et.al.- Queensland University of Technology (QUT), Swinburne University of Technology’s Victorian Hydrogen Hub (VH2) and the Future Energy Exports CRC (FEnEx CRC)
- Future Energy Exports CRC – Milestone Deliverable Report (October 2022): Testing the impact of message framing on perceptions and acceptance of hydrogen energy exports. Author(s) Dr Ellen Tyquin – Queensland University of Technology (QUT); A/Professor Clinton Weeks – Queensland University of Technology (QUT); Professor Amisha Mehta – Queensland University of Technology (QUT); Professor Cameron Newton – Queensland University of Technology (QUT)
- Future Energy Exports CRC – Milestone Deliverable Report (December 2022): Deep dive into location-based analysis of Australian’s perceptions and opinions of energy exports. Author(s) Dr Ellen Tyquin – Queensland University of Technology (QUT); A/Professor Clinton Weeks – Queensland University of Technology (QUT); Professor Amisha Mehta – Queensland University of Technology (QUT); Professor Cameron Newton – Queensland University of Technology (QUT)
- Future Energy Exports CRC – Milestone Deliverable Report (August 2022): Acceptance of Energy Exports Survey. Author(s) Dr Ellen Tyquin – Queensland University of Technology (QUT); A/Professor Clinton Weeks – Queensland University of Technology (QUT); Professor Amisha Mehta – Queensland University of Technology (QUT); Professor Cameron Newton – Queensland University of Technology (QUT)
- E. Tyquin, C. Weeks, A. Mehta, C. Newton. Delivering an energy export transition: Impact of conflicting and competing informational contexts on public acceptance of Australia’s hydrogen export industry. International Journal of Hydrogen Energy, Volume 61, 3 April 2024, pp. 226-237
Project researchers
- Dr Ellen Tyquin
- Dr Richi Nayak
- Professor Clinton Weeks
- Professor Amisha Mehta
- Professor Cameron Newton
Project status
Complete
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