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Welcome to the Guardian Long Read, showcasing the best long-form journalism covering culture,

politics and new thinking. For the text version of this and all our long reads, go to thegardian.com-forward-slash-long-read.

Meet the inactivists, tangling up the climate crisis in culture wars by Jack Shenker,

read by Emma Powell and produced by Esther Apokugeni.

In May 2020, as the world was convulsed by the coronavirus pandemic and global infections

topped 4 million, a strained video began appearing in the feeds of some Facebook users.

Climate alarm is reaching untold levels of exaggeration and hysteria,

said an unseen narrator, over a montage of environmental protests and clips of a tearful

Greta Tumberg. There is no doubt about it, climate change has become a cult. It continued,

to the kind of pounding beat you might hear on the soundtrack of a Hollywood blockbuster.

Carbon dioxide emissions have become the wages of sin.

The video's reach was relatively small, according to Facebook data, it was viewed somewhere

between 15,000 and 20,000 times. But over the following weeks, more videos came.

Each one experimenting with slightly different scripts and visuals, all focused on the supposed

...