It seems relevant that it's a one-way communication. If someone reads a social media thread about climate change they will also see all the comments from idiots. But if someone reads a book about climate change they don't. It isn't as strong an effect any more as people will discuss the book on social media and they will have already seen the idiot comments before reading the book anyway.

So many former regular Fox News viewers have reported changing their mind when confronted with some alternative information sources for a while. News is also one-way, and most Fox victims aren't people who discuss issues with all sides.- they're in bubbles.