Abstract
The climate crisis has been approached in a variety of ways in the contemporary communications ecosystem. This paper presents the initial results of a study to identify patterns of images and discourses about the climate crisis in the most viewed micro-videos on TikTok Brazil that deal with climate change, based on a few questions: how are discourses about the climate crisis formed in the videos that gain the most repercussion on this platform? Which agents participate in this discursive production and which social actors are involved in the discourses? Three data collections were carried out between May and July 2024 on TikTok Brazil, and the first 100 videos from each collection are being analyzed. To identify the most frequent approaches to the topic, the texts (spoken and written) and the audiovisual formats used are examined, as well as the patterns of images used to illustrate the climate crisis, aiming to identify the forms of involvement of social actors in climate events in the discourses, for later categorization of the content. The analysis of the 50 most liked videos from the first collection pointed to recurrence of some statements: recognition that the global environmental crisis is already a reality and that the situation will get worse; disbelief in individual attitudes to resolve the climate crisis: large companies, elites and governments should take action; on the other hand, encouragement of some small attitudes: sustainable and conscious consumption, voting for politicians who are concerned with environmental issues, recycling and environmental activism.
Presenters
Daniela ZanettiAssociate Professor, Social Communication, Federal University of Espírito Santo (UFES), Espírito Santo, Brazil
Details
Presentation Type
Paper Presentation in a Themed Session
Theme
KEYWORDS
CLIMATE, MICROVIDEOS, DISCOURSE, AUDIOVISUAL, MEDIA
