| Nowadays,the global climate has undergone significant changes.As one of the most concerned climate problems in the world,global warming increasingly affects the production and daily life of human beings as well as the evolution of nature.Short video social media,represented by TikTok,plays an important role in shaping and changing people’s perception of the environment.This paper takes the short videos of climate change on the TikTok as the research object to explore the application of Framing Theory on this issue.This study searched# Climate Change on the TikTok short video platform,and then obtained 94 valid samples with more than 100 video likes in the three years from July 1,2019 to June 30,2022.By analyzing the video producers,video types,content frames,video elements,visual frames,narrative emotions,and the emotional color of the comments,it is found that the creators of climate change short videos are mainly We Media.On average,each video released by enterprises and experts gets more likes,while short videos on climate change released by the government and We Media are more likely to attract audience to participate in the discussion.The official media’s TikTok account has higher popularity with a larger number of fans.From the perspective of video types and narrative emotions,the number of short videos on science popularization of climate change and disasters triggered by it is the largest,and more than half of the short videos show negative emotions.In terms of the use of content frames,Real Frames accounts for 79.8% of the whole sample.In addition,the content frames favored by different publishers are also different.The government is more likely to use Action Frames.The official media,we media and enterprises use the Impact Frames at most,while 30% of experts in the field of climate change use the Cause Frames.In terms of video frames,more than four fifths of short videos are displayed vertically,which is more consistent with mobile phone users’ habit of using TikTok;subtitles,sound effects and video titles become the most popular video elements,the screen special effects and climate data can more vividly and intuitively show the changes of the Earth’s climate in a certain period,but the number of video elements used is still not significantly related to the video response;the short videos of climate change show rich connotations of images.Among them,the images of natural disasters and impact of production and life,as well as the images of environmental degradation due to sea level rise or extreme high temperature weather,account for the highest proportion in the sample.The more symbols and images used in each video,the more the number of likes,comments and collections will be.Besides,it is worth mentioning that,although short videos put more emphasis on the negative impact of climate change,about half of the comments showed a positive emotional tendency;negative and neutral comments accounted for 30.87% and 20.56%respectively;most of the comments showed a positive attitude of happiness and appreciation,accounting for about 44.23%,followed by disgust and surprise,but only a few feelings of sadness,fear and anger;by analyzing the comment emotion of short videos released by different publishers,it can be concluded that We Media have the most rich emotional categories and relatively high proportion of each category,which is more likely to lead to comments with two levels of emotional differentiation,while the government,as the video producer and creator,causes the audience comments with the smallest and most unified emotional deviation;from the perspective of different types of short videos,short videos of climate change in the ecological environment category are more likely to cause discussion of different emotional colors,but science popularization of climate change comments are relatively unified and tend to be positive as a whole. |
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