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Climate change on TikTok: Investigating the impact of viral videos about climate change on adults

Grosche, Johanna LU (2022) In Master Thesis Series in Environmental Studies and Sustainability Science MESM02 20221
LUCSUS (Lund University Centre for Sustainability Studies)
Abstract
Due to the rise of audiovisual social media apps such as TikTok, anyone can participate as a communicator or listener in the climate change discourse. This thesis explores viral TikTok videos about climate change, their usage of narrative elements and predominantly their impact on adults below 30 on an individual level. A content analysis revealed that most videos use helpless storylines to communicate climate change. Using focus group discussions, viral TikTok videos with different plot themes were shown to adults and discussed to get an insight into the potential impact. The results show that negative messages can cause negative emotions. Positive messages can influence the viewer and inspire them to combat climate change, but most... (More)
Due to the rise of audiovisual social media apps such as TikTok, anyone can participate as a communicator or listener in the climate change discourse. This thesis explores viral TikTok videos about climate change, their usage of narrative elements and predominantly their impact on adults below 30 on an individual level. A content analysis revealed that most videos use helpless storylines to communicate climate change. Using focus group discussions, viral TikTok videos with different plot themes were shown to adults and discussed to get an insight into the potential impact. The results show that negative messages can cause negative emotions. Positive messages can influence the viewer and inspire them to combat climate change, but most importantly, a call-to-action is needed. Lastly, TikTok helps to keep climate change within the discourse, and it gives an insight into how the younger generation feels about the issue. (Less)
Please use this url to cite or link to this publication:
author
Grosche, Johanna LU
supervisor
organization
course
MESM02 20221
year
type
H2 - Master's Degree (Two Years)
subject
keywords
Climate Change Communication, TikTok, Storytelling, Science Communication, #ClimateChange, Sustainability Science
publication/series
Master Thesis Series in Environmental Studies and Sustainability Science
report number
2022:004
language
English
id
9081548
date added to LUP
2022-05-30 09:12:49
date last changed
2022-06-02 10:56:00
@misc{9081548,
  abstract     = {{Due to the rise of audiovisual social media apps such as TikTok, anyone can participate as a communicator or listener in the climate change discourse. This thesis explores viral TikTok videos about climate change, their usage of narrative elements and predominantly their impact on adults below 30 on an individual level. A content analysis revealed that most videos use helpless storylines to communicate climate change. Using focus group discussions, viral TikTok videos with different plot themes were shown to adults and discussed to get an insight into the potential impact. The results show that negative messages can cause negative emotions. Positive messages can influence the viewer and inspire them to combat climate change, but most importantly, a call-to-action is needed. Lastly, TikTok helps to keep climate change within the discourse, and it gives an insight into how the younger generation feels about the issue.}},
  author       = {{Grosche, Johanna}},
  language     = {{eng}},
  note         = {{Student Paper}},
  series       = {{Master Thesis Series in Environmental Studies and Sustainability Science}},
  title        = {{Climate change on TikTok: Investigating the impact of viral videos about climate change on adults}},
  year         = {{2022}},
}