Research On The Communication Of Climate Change In The Online Video

Since the first U.N.World Climate Conference convened in 1979,Climate Change formally entered the eyesight of the world.As a big carbon emitter and a leader of global climate governance,the Chinese government is paying more and more attention to climate change with China's rapid economic development.Media is an important way for the public to get information,it's climate change communication may have an effect on public's perception of this issue and their willingness to combat climate change.In the context of new media,online video has become one of the indispensable ways to get information.How does the audio-visual media discuss the issue of climate change?How does the audience respond and which reason is behind it?These became the important point to the research of climate change communication.By applying the method of content analysis,this study was based on the research perspective of frame theory,analyzing and researching online videos related to climate change issues and audience comments of it.The research explored the question from two aspects:media presentation and audience response.The media presentation part include:video source,video type,thematic frames and visual images.The audience response part include the click rate,the quantity and the content of comments.On this basis the paper analyzed the communication features of the online videos and the audience feedback of it.The results prove that the communicator and the receiver of the online video showed a high degree of consistency,but there also existed some unbalance in it's content and frames which was mainly reflected in five aspects.First,the source and type of the videos was unitary,the briefing news of the television station was overwhelming.Second,the amount of impact frame was far beyond the solution frame and the recommendations to common people was insufficient.Third,the climate change issue was reported as a certain information but the scientific explanation about climate change needed to be improved.Fourth,the stereotyped image symbols about climate change were overwhelming and the ways of expression were lack of diversity.Fifth,although the audience had a high recognition degree to climate change,the attention degree and the interaction degree was very low.Based on the above findings,in order to make the online video to play its full function on climate change communication,raise public awareness on climate change and their willingness to act.This paper suggested some improvements from operation,contents and images of the online video,hoping to provide several decision reference for China's climate change communication and climate governance.