Research On The Communication Of Climate Change Issues Empowered By Short Videos ——take The Tik Tok Of "Greenpeace" As An Example

Climate change issues associated with people’s lives increasingly close,such as sea level rise caused by global climate change,ocean acidification,frequent extreme weather events,the earth’s biodiversity damage,human food security is threatened,the damage to human health and cause the damage to human survival and threats have been people cognition and attention gradually.In the face of increasingly severe global challenges,it is urgent to cultivate the public’s correct understanding of climate change,form a scientific knowledge structure,and then call on everyone to practice in their daily lives and actively respond to climate change.On March 22,2019,the world’s largest and most influential international environmental NGO,the green peace（Greenpeace）in trill platform released his first work,conveys the group hopes to grasp the pulse of The Times,the combination of a short video production and dissemination of chartered advantage to call attention to climate change the status quo,Strong will to take effective measures to improve the energy mix and address climate change.With the prominent importance of online short videos in the public’s daily life to obtain information,in-depth research on how the new media of short videos represented by Greenpeace Douyin construct and discuss important scientific issues such as climate change has become a new direction in climate communication research.This paper chooses Douyin "Green Peace" as the case analysis object,selected in its published content.The selected study samples were repeatedly shown all the short videos to eliminate their relevance to climate change issues.After the large content,the short video sample screened out from the basic attributes（video type,when uploading video length,comments,favorites,shares,etc.）,thematic framework（framework for defining climate change issues,section learning--fact frame,impact definition frame,moral evaluation frame,profit and loss judgment frame,resolution strategy frame,conflict and struggle frame,climate justice frame,etc.）,narrative mode（narrative theme,narrative subject,narrative discourse,narrative perspective,narrative structure,etc.）and draw the following conclusions:First,"Greenpeace" has a natural persuasion advantage;2.Proactive agenda setting in the communication of climate change issues;3.The method of sympathy for vulnerable groups is adopted to improve the persuasion effect,but there is a certain imbalance in some communication content and framework,which is mainly reflected in: first,pure scientific works account for a large proportion;Second,the image of climate change is stereotyped.Third,the attention and interaction degree of short video content is low,failing to guarantee the audience’s "use and satisfaction";Fourthly,it ignores the communication rules of short video platforms and fails to give full play to the advantages of chain communication.Based on the above research findings,this paper enriches the expression of short video content from weighing the depth of content and the appeal of the work;Abandon rigidity and monotony in the presentation of video images and adopt diversified expression techniques;Optimize its own feedback mechanism and implement accurate communication based on user portraits;Specific suggestions are put forward in adapting to the communication rules of short videos and giving full play to the advantages of chain communication,so as to provide ideas and references for Douyin,which is committed to spreading climate change and related issues,to improve its communication power on short video social media platforms in the future.