Research On Climate Communication Strategies From The Perspective Of Science And Society

As an active participant in the global response to climate change,China has integrated climate change into the medium and long-term planning of national economic and social development,contributed to a Chinese path led by the government and coordinated by the whole society,and become a leader and demonstrator of global climate governance.In this path,whether the "top-down" promotion and "bottom-up" public participation can form a joint force is the key to success,and the formation of the joint force highly depends on the effectiveness of climate communication.China Meteorological Administration(CMA)is the core actor of climate communication in our country.This paper takes it as the research object,tries to evaluate the action ability of climate communication,summarizes experience,finds problems and seeks strategies.The research mainly adopts case study method,with actor network theory as the basic framework,supplemented by in-depth interviews and comparative research.From the perspective of science and society,this paper finds that the particularity of climate problems makes communication difficult,so it is urgent to find solutions.The high uncertainty and complexity of climate issues have already constituted a major obstacle to promoting public understanding.However,when climate governance becomes an urgent task,the goal has changed from pursuing public understanding to arousing public participation,which makes it more difficult.Climate change and governance contain political,economic,social and other related issues.A considerable part of them are related to the public or individual interests,and the public facing multiple conflicts such as responsibility and rights,participation in action and change of life style will be more difficult to be convinced.Based on the theoretical framework of the actor network,CMA plays the dual role of government agencies and scientific research institutions.It also owns newspapers,TV stations,websites,and other new media matrix institutions.Being in a highly complex network interacting frequently with other actors.By studying the relationship and interaction mechanism between CMA and other subjects,this paper puts forward some suggestions,such as innovating the climate communication coordination mechanism,improving the overall effectiveness of actors' network,upholding the "forgiving" mentality,eliminating the "helplessness of communication",strengthening IP operation,improving the comprehensive brand image impact,etc.It is expected to provide someenlightenment to explore a more efficient communication mechanism and improve the comprehensive efficiency of climate communication in China.