Why media literacy matters in Ireland’s energy transition

As Ireland’s energy transition accelerates, conversations about solar energy, battery storage and electricity infrastructure are becoming increasingly visible online. From community forums and messaging apps to social media platforms and traditional news outlets, energy is now part of everyday public discussion in a way that would have been difficult to imagine only a few years ago.

That visibility is important. Public engagement, scrutiny and discussion are essential parts of any major societal transition. But the speed and scale of online communication also bring new challenges, particularly when complex technical topics are reduced into simplified, emotional or misleading narratives.

In fast-moving online environments, emotionally charged narratives often travel faster than context. - Priscila Mc Geehan, Director of Communications & Strategy

This is not unique to Ireland, or to the energy sector. Across Europe, concerns around misinformation and disinformation have become an increasing focus for governments, institutions and regulators. The European Union now treats disinformation as a broader societal issue that can influence public trust, democratic debate and policy discussions across multiple sectors, including climate and energy.

These issues were also discussed recently at the SolarPower Summit in Brussels, where policymakers, communications professionals and industry representatives explored how misinformation is increasingly shaping public conversations around solar energy, battery storage and the wider energy transition across Europe.

As technologies like solar and battery storage become more visible in communities, discussions around them are also evolving. A few years ago, much of the conversation around solar focused on whether Ireland had enough sunlight for panels to work effectively. Today, the discussions are broader and often more emotionally charged, covering topics such as land use, grid reliability, local impact and battery safety.

What is particularly notable is how quickly narratives can spread online before context or verification is added. A local concern can move rapidly through social media, messaging apps and online discussion forums before appearing in wider public debate or traditional media coverage. This creates challenges not only for the solar sector, but for public understanding more broadly.

Many energy topics are highly technical by nature. Electricity systems, grid infrastructure, battery storage and renewable generation involve engineering, planning and regulatory concepts that are not always easy to communicate clearly in short online posts or headlines. In fast-moving digital environments, emotionally charged language and simplified narratives often travel faster than detailed explanations or technical nuance. This is one reason why media literacy is becoming increasingly important in discussions about energy and climate.

The ability to assess sources, question context and distinguish between evidence-based information and emotionally driven claims is now a valuable skill for everyone navigating online information. A few useful questions can help when reading or sharing energy-related content online:

• Is the source credible and transparent?
• Is the claim supported by evidence or data?
• Is important context missing?
• Is the language designed to inform, or primarily to provoke emotion?
• Has the information been independently verified?

These questions are not only relevant to energy discussions. They are increasingly important across all areas of public life as digital communication continues to evolve.

At European level, significant work is already underway to address these challenges. The EU has introduced initiatives aimed at improving digital resilience, strengthening media literacy and increasing transparency online. These include the Code of Practice on Disinformation, the Digital Services Act, support for independent fact-checkers and the work of the European Digital Media Observatory (EDMO).

The European Commission is also supporting media literacy resources, educational tools and coordinated approaches between Member States to help citizens navigate online information more critically. For the energy sector, this wider European conversation is increasingly relevant.

Ireland’s transition towards a more electrified, renewable energy system will involve visible changes across homes, farms, businesses and communities. Solar panels, battery storage systems, grid infrastructure and new energy technologies will become more common parts of everyday life. As this happens, clear communication and informed public discussion will become increasingly important. This does not mean avoiding debate or scrutiny. Open discussion is essential. But it does mean recognising how quickly information now moves online, and how easily complex issues can become oversimplified or polarised.

For organisations working across the energy transition, there is also an important lesson. Technical facts alone are not always enough. Clear, accessible communication and early engagement matter just as much. Ultimately, building public trust in the energy transition depends not only on infrastructure and policy, but also on ensuring people have access to reliable information and feel confident navigating the conversations surrounding it.

As technologies become more visible, the conversations around them become more visible too. Supporting media literacy and informed discussion will therefore become an increasingly important part of Ireland’s energy future.