Understanding Climate Change Discourse on Social Media Among Teens

A study to gain insights into how #ClimateChange posts address animals and emotions and their impact on teens’ perceptions of climate change. [Link to Full Paper] [Paper PDF] [Research Poster]

Overview and Objectives

In Spring 2022, I led a qualitative content analysis to explore how popular social media posts tagged with #ClimateChange on Instagram, TikTok, and Twitter (X) addressed animals, emotions, and their influence on teens’ perceptions of climate change. My goal was to uncover the themes shaping online climate discourse and to understand how these narratives impact teens’ awareness and motivation to act on climate issues. Building on prior survey work with 100 American teens, this research sought to inform strategies for creating more effective and engaging climate change communication.

Role and Collaboration

As the Lead Researcher, I designed and executed this exploratory study, collaborating with research assistants and advisors to ensure methodological rigor. My role included conceptualizing research questions, collecting and analyzing data, and synthesizing findings into actionable recommendations. Collaboration sessions involved coding workshops and discussions to interpret the nuanced relationships between social media narratives and teen perceptions.

Research Methods 

This project unfolded with the following key steps:

1. Survey Integration: Prior survey data from 100 American teens revealed a high recall rate of animal-focused climate change posts, which teens found emotionally impactful yet often overwhelming. This insight directed the study’s focus on animals and emotional framing.

   
   

2. Data Collection: I gathered 60 high-engagement posts tagged with #ClimateChange from Instagram, TikTok, and Twitter (X). To do this, I collected data over a month (five posts a week per platform). The posts were selected based on user interactions and relevance to animal-related themes.

   
   

3. Qualitative Content Analysis and Thematic Coding: Posts were systematically coded for emotional tone, narrative focus, and audience engagement. Themes such as "fatalism," "pessimism," "shame," and "hope" emerged, alongside platform-specific differences.

Insights from the Research 

The analysis revealed critical patterns and gaps in how climate change messaging is framed online:

1. Prevalence of Animal Narratives

• 26.7% of posts featured animals, underscoring their significance in climate communication.

  
  

• Posts predominantly appeared on TikTok, with the least representation on Twitter.

  
  

• Teens expressed a strong connection to animal-related posts, citing them as memorable and emotionally resonant.

  
  

2. Emotional Dynamics: Negative Dominance

• 87.5% of animal-focused posts evoked negative emotions, including fatalism, pessimism, and shame.

  
  

  • Fatalism: Posts depicted animals harmed by climate change, fostering feelings of powerlessness. For example, one TikTok video showcased injured and distressed animals with melancholic music, prompting comments like, "What has happened to our beautiful planet?"

    
    

  • Pessimism: Posts anticipated bleak outcomes, such as one Instagram illustration contrasting vibrant aquatic life with a dying, polluted ocean. Teens described feelings of despair, with one saying, "Animals in the Arctic are going to be without a home."

    
    

  • Shame: Posts often implicated humanity in environmental destruction, evoking guilt. A TikTok video featuring a dehydrated bird rescued during a heatwave highlighted the contrast between human negligence and individual acts of kindness.

    
    

3. Positive Narratives: A Rare Opportunity

• Only 18.7% of posts offered positive emotions, such as hope or environmental positivity.

  
  

• A standout example featured a whimsical Instagram illustration promoting environmental awareness by pledging to plant trees. Comments celebrated the uplifting tone, with one user sharing, "This makes me happy to think about what we can do together."

  
  

• One hopeful TikTok video showed a bird being revived with water during a heatwave, inspiring users with its message of small yet impactful acts.

  
  

4. Platform-Specific Patterns

• TikTok: Emotionally intense content, leveraging rich media to emphasize animal harm.

• Instagram: Some posts promoted environmental positivity through creative illustrations, offering a refreshing change from negativity.

• Twitter (X): Posts tended to be critical and factual, with few examples of hopeful or constructive narratives.

Designing Recommendations: Bridging the Emotional Gap

1. Diversify and Localize Animal Narratives

• Encourage posts featuring diverse species and ecosystems beyond polar bears and penguins to foster broader relevance.

  
  

• Relate animal narratives to local contexts, as teens reported stronger emotional connections to familiar wildlife.

  
  

2. Promote Constructive Emotional Framing

• Balance urgency with hope, providing solutions alongside problems.

  
  

• Highlight positive environmental actions, such as community clean-ups or wildlife rescues, to inspire teens to engage.

  
  

3. Leverage Platform-Specific Strategies

• For TikTok: Use emotionally compelling videos with actionable guidance.

  
  

• For Instagram: Continue emphasizing creative, positive visuals to engage users emotionally and intellectually.

  
  

• For Twitter: Develop succinct yet hopeful narratives paired with practical tips for activism.

4. Integrate Actionable Steps in Messaging

• Posts should link to campaigns, resources, or simple actions teens can take, transforming emotional resonance into real-world impact.

Conclusion: Transforming Climate Narratives for Impact 

This research uncovered critical insights into how animal narratives and emotional framing influence teen perceptions of climate change. While negative emotions dominate current discourse, the findings highlight an opportunity to reframe messaging to inspire hope and action. By promoting diverse, constructive narratives across platforms, we can empower teens to move from passive concern to active engagement.

The study not only sheds light on gaps in existing climate communication but also offers actionable strategies for creating resonant, youth-centered content. Ultimately, this work emphasizes the importance of leveraging emotion, relatability, and actionable guidance to foster a generation of informed and motivated environmental advocates.