Analysis of China's Social Media Outreach Strategies - Taking the Climate Change Issue as an Example

Kechen  Tan

doi:10.54691/nkr8vh52

Authors

Kechen Tan

DOI:

https://doi.org/10.54691/nkr8vh52

Keywords:

Climate Change, Social Media, Agenda-Setting, Framing Theory, China Global Television Network, Douyin.

Abstract

This paper explores China's social media outreach strategies on the issue of climate change, particularly through the platforms Douyin (the domestic version of TikTok) and China Global Television Network (CGTN). Utilizing agenda-setting and framing theories, the paper analyzes how China employs social media to shape its international image, disseminate policy ideas, and play a significant role in global climate governance. The study finds that Douyin, with its vivid visual content and high interactivity, connects climate change policies with the daily lives of the public, while CGTN's authoritative reporting showcases China's leadership in global climate governance. The paper summarizes the successful strategies of China's social media in climate change advocacy and proposes suggestions for improvement and international cooperation.

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