A Value-Based Approach of Climate Change Communication:An Exploration of Values and Climate Change Narratives of Generation Z in China
With the proposal of the"dual carbon"goal,China has officially entered the"dual carbon"era.The Generation Z(Gen-Z),due to its special generation coordinates,is the key group that determines whether the future"dual carbon"goal will be successfully achieved.In this paper,a value-based approach was proposed for public segments identification and narrative design in climate communication by taking the Chinese Gen-Z public as the target audience.54 Chinese Gen-Z volunteers were recruited and a total of 12 focus group interviews were conducted to explore their basic values and climate change attitudes.Then,they were invited to take a narratives test,where different passages and expressions in the corpus implied the corresponding value assumptions.An analysis of the qualitative material from the focus groups and narratives tests indicates that the Gen-Z group generally possess higher self-enhancement orientations and hedonic expectations,strong patriotism,and egalitarian and self-focused tendencies,while at the same time display a lower self-efficacy.The article attempts to establish a reliable connection between value orientations and climate cognition and attitudes,and summarizes the implications of Generation Z value orientations for the practice of climate narratives in the field.
valuesGeneration Z(Gen-Z)climate change communicationattitudes towards climate changeclimate change narratives
万方数据
维普
