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Environmental Science Communication for a Young Audience: A Case Study on the #EarthOvershootDay Campaign on YouTube

Kaul, Lena; Schrögel, Philipp; Humm, Christian

Abstract (englisch):
Addressing global sustainability challenges such as climate change in democratic societies requires thorough political and societal debates. Science and environmental communication is needed to inform these debates. However, not all parts of society are equally reached by traditional science communication. In particular young people, especially without academic background, are often left out. The cooperation of science communicators with influencers on the video platform YouTube can be a way to convey scientific information and raise awareness for environmental issues with new young audiences. This case study looks at three videos from the campaign #EarthOvershootDay on YouTube by the WWF (World Wide Fund for Nature) Germany and the educational initiative MESH Collective. The focus of the analysis lies on the established success factors of communication through influencers—specifically authenticity, comprehensibility and storytelling—and how they play out in detail in the three exemplary videos. Besides the analysis of the videos, the study is corroborated by interviews with the producers and a comment analysis in order to include the perspective of the viewers. ... mehr

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Verlagsausgabe §
DOI: 10.5445/IR/1000127709
Veröffentlicht am 15.12.2020
DOI: 10.3389/fcomm.2020.601177
Cover der Publikation
Zugehörige Institution(en) am KIT Institut für Technikzukünfte (ITZ)
Publikationstyp Zeitschriftenaufsatz
Publikationsdatum 14.12.2020
Sprache Englisch
Identifikator ISSN: 2297-900X
KITopen-ID: 1000127709
Erschienen in Frontiers in communication
Verlag Frontiers Media
Band 5
Seiten Article: 601177
Projektinformation BOSCH-STFG, 18354 (intern)
Schlagwörter YouTube, Science Communication, Influencer, Climate Change, Sustainability, Environmental Communication, Wissenschaftskommunikation
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