YouTube上的新氣候行動主義

Abstract

2018年被廣泛認為是新氣候行動主義的開端，以Greta Thunberg的氣候罷課運動為開端。在這之後，一些新氣候行動主義組織，如 Extinction Rebellion、Just Stop Oil也因為他們激進的公民不服從運動，獲得了大量的媒體報道和公眾關注度。然而，這些有爭議的氣候抗議形式，在獲得關注的同時，也可能引起了公眾的反感。 本研究以YouTube作為主要研究平台，試圖探索YouTube上的新氣候行動主義社群。社群中的視頻內容和觀眾反應也將被進一步探索，以期瞭解YouTube上新氣候行動主義社群的完整傳播樣貌。 研究發現，在YouTube的新氣候行動主義社群網路中，極右翼和保守派媒體佔據中間位置，而新氣候行動主義組織，如Just Stop Oil和Extinction Rebellion則在整個社群網路中處於較為邊緣的位置。在視頻內容方面，社群中的視頻大多呈現採用激進抗議形式的氣候活動家和民眾，產生衝突的現場畫面，只有少數的集群產出了對新氣候主義較為正面的視頻內容。此研究還進一步對視頻框架進行研究，結果顯示，社群中的大多數視頻採用情節框架，以導致集群中的觀眾反應多為負面。然而，這個研究還發現，比起情節框架，採用主題框架的視頻內容能顯著提高觀眾對新氣候主義的正面情緒。

2018 is widely regarded as the beginning of new climate activism, marked by Greta Thunberg's school strike for climate change. Following this, organizations like Extinction Rebellion and Just Stop Oil gained significant media attention and public interest through acts of civil disobedience. However, these controversial protests, while drawing media coverage, may also provoke public backlash. This study uses YouTube as the research platform to explore the social network of the new climate activism community. Videos and audience reactions are further assessed to explore the new climate activism community on YouTube. The study found that in the YouTube new climate activism community, far-right and conservative media occupy central positions, while organizations like Just Stop Oil and Extinction Rebellion are situated on the edge. The video content primarily consists of radical protests or confrontations between activists and the public, with only a few clusters producing more positive videos about climate activism. Further analysis of frames reveals that most videos in the community adopt episodic frames, leading to many negative emotional reactions from the audience. However, the study also found that compared to episodic frames, thematic frames significantly enhance audiences' positive reactions to new climate activism.