Che, ShaoPeng, Kai, Kuang, Liu, Liming and Liu, Shujun
2025.
Communicating climate change to young adults in China: examining predictors of user engagement on Chinese social media.
International Journal of Climate Change Strategies and Management
10.1108/IJCCSM-09-2024-0151
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Abstract
Purpose: This study aims to examine how the Chinese climate nongovernmental organization “Chinese Weather Enthusiasts” engaged youth through video strategies. Design/methodology/approach: The research proposed a framework grounded in the 5W model and message sensation value (MSV) to analyze the relationship between video content and user interaction. It categorized Bilibili videos into outer and inner features and introduced rhetorical strategies as content elements. A hybrid video coding framework was used, combining machine learning and deep learning (computer vision) for analyzing formal features, while manual coding was used for content features. Findings: The results revealed that video length, long shots and the number of scenes positively influenced coins and favorites, whereas personification had a negative impact. In addition, tone and language intensity were positively correlated with user engagement. Originality/value: This study offers insights regarding video production for climate communication, broadening the focus from text and images to video content and providing evidence-based guidance for practitioners.
| Item Type: | Article |
|---|---|
| Date Type: | Published Online |
| Status: | In Press |
| Schools: | Schools > Social Sciences (Includes Criminology and Education) |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Publisher: | Emerald |
| ISSN: | 1756-8692 |
| Date of First Compliant Deposit: | 10 April 2025 |
| Date of Acceptance: | 26 January 2025 |
| Last Modified: | 11 Jun 2025 12:00 |
| URI: | https://orca.cardiff.ac.uk/id/eprint/177566 |
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