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Abstract摘要
全球气候变化不仅损害了生态系统的自然平衡，同时也威胁着人类的生存。为了提高人们对气候变化的危害宣传是一件非常有意义的事情。社会化媒体是从生产的信息和内容的传统媒体，以及通讯方式非常不同，利用社交媒体进行宣传气候变化问题是适当的。采取的策略包括公众参与令人鼓舞，注重与观众和网络社区的发展等通信。
全球气候变化导致海平面上升，森林植被和农业灾害的破坏，频繁的极端天气，不仅危害生态系统的自然平衡，而且威胁到人类的生存。因此，加大对气候变化危害的宣传是一件非常有意义的事情。 Global climate change not only harms the natural balance of the ecosystem, but also threatens human survival. To increase publicity about the hazards of climate change is a very meaningful thing. Social media is very different from traditional media in the production of information and content, as well as communication ways, using social media for publicizing climate change problems is appropriate. Strategies taken include encouraging participation of the public, paying attention to communication with audience and development of networking community, and so on.
Key words: climate change, social media, publicity, communication
A campaign portfolio plan about climate change
1.0 Introduction介绍
Global climate change leads to sea level rise, destruction of forest vegetation and agricultural disasters, frequent extreme weather, it not only harms natural balance of the ecosystem, but also threatens human survival. Therefore, increasing publicity about the hazards of climate change is a very meaningful thing.
2.0 Body主体
Social media refers to the production and dissemination platform of communication contents based on the user relationship on the Internet. It has the following characteristics. First, people are free to participate to most of the social media, people can comment, feed back, share and forward information. According to the theory of Six Degrees of Separation, in social media, the speed and breadth of information dissemination will be greatly enhanced. Second, compared with traditional media, social media has the advantage of two way communication of content and information between the media and users. According to two way communication theory, the mode of two-way communication information can better arouse audience's sympathy and the results of dissemination will be better. Finally, through social media, people can quickly form a community, taking content of common interest for a topic to carry out adequate communication. According to Cultivation Theory, the presence of online communities helps people to form a consensus on a particular issue.
2.1 Strategies for publicizing climate change
There are three strategies for using social media to publicize the harm of climate change. First, it is through social media to upload pictures, video, data and other kinds of information relating to climate change, so that people can understand the dangers posed by climate change, while encouraging people to upload, share, review photos, text about climate change to attract more people to pay attention to climate change issues. Secondly, through social platform, people can discuss relevant hot topics on climate change, by the two-way communication to allow people to have a more profound understanding about the harm caused by climate change. For example, they will understand whether climate change really exists, what the harm brought about by climate change is, what measures we can take to mitigate climate change, and so on. Finally, through social media, it can establish a online community concerning about climate change, which educates people to adopt a more environmentally friendly lifestyle and encouraging people to focus on long-term climate change to facilitate the majority of Internet users to reach a consensus on mitigation of climate change.
2.2 How our group works together on the strategy
Our group first of all has learned about the problems of climate change, then we understood the characteristics of social media, reach a consensus that the use of social media to publicize climate change issues is appropriate. Finally, we proposed the strategies of using social media for publicity. We also raised several issues, for example, in the early publicity, how to get more people to be concerned about the social media account, how to ensure that the information and data provided through social media is real and professional.
3.0 Conclusion总结
Climate change endangers the prospects of the harmonious development of the natural and the human society. Social media is very different from traditional media in the production of information and content and communication ways, using social media to publicize climate change is appropriate.
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