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Environmental Communication Strategies on TikTok: A Study on the United Nations Environment Programme (UNEP)

Yıl 2025, Sayı: 48, 95 - 120, 28.04.2025

Zindan Çakıcı , Emre Meriç , Rahmi Uysal

https://doi.org/10.31123/akil.1625534

Öz

This study analyzes UNEP's communication strategies on TikTok, contributing to the understanding of the organization's digital communication strategies, and elucidating TikTok's role in the communication strategies of international environmental organizations. Employing a content analysis, the study scrutinized 402 audiovisual content promulgated via UNEP’s TikTok interface from June 2, 2020, to January 3, 2025. The analytical dimensions encompassed thematic delineations, linguistic modalities, typological classifications, strategic intents, affective undertones, structural configurations, interactional metrics, spokesperson attributes, and the demographic parameters of spokespersons. The findings revealed that UNEP utilized diverse video formats, characterized by varying emotional tones and spokesperson profiles, to convey messages on topics such as climate change, sustainability, food waste, and biodiversity, aiming to foster audience engagement. Nevertheless, the analysis found that the organization does not sufficiently consider the needs of disadvantaged individuals, represents certain groups in a limited manner, and fails to adequately adhere to the principle of multilingualism. Moreover, notwithstanding the recurrent incorporation of subtitles, captions, music, and hashtags within the content, the organization's engagement metrics remained conspicuously low.

Anahtar Kelimeler

Social Media TikTok Environmental Communication United Nations Environment Programme

Kaynakça

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TikTok'ta Çevresel İletişim Stratejileri: Birleşmiş Milletler Çevre Programı (UNEP) Üzerine Bir Araştırma

Yıl 2025, Sayı: 48, 95 - 120, 28.04.2025

Zindan Çakıcı , Emre Meriç , Rahmi Uysal

https://doi.org/10.31123/akil.1625534

Öz

Bu çalışma, UNEP’in TikTok’taki iletişim stratejilerini inceleyerek, kuruluşun dijital iletişim stratejilerine ve TikTok’un, uluslararası çevre kuruluşlarının iletişim stratejilerindeki rolüne dair bir katkı sağlamayı amaçlamıştır. Araştırmada, UNEP’in TikTok hesabında 2 Haziran 2020 ile 3 Ocak 2025 tarihleri arasında yayımlanan 402 video, içerik analizi tekniği ile incelenmiştir. Bu analizle, paylaşılan içeriklerin temaları, dili, türleri, amaçları, duygusal tonları, formatları, etkileşim düzeyleri, sözcüleri ve sözcülere ilişkin demografik veriler ortaya konulmuştur. Araştırma sonucunda, UNEP'in çeşitli duygusal tonlara ve sözcülere sahip farklı video türleri aracılığıyla takipçilerine iklim krizi, sürdürülebilirlik, gıda israfı ve biyoçeşitlilik gibi konularda mesajlar iletmeye ve onları harekete geçirmeye çalıştığı görülmüştür. Ancak, kuruluşun dezavantajlı bireylerin ihtiyaçlarını yeterince göz önünde bulundurmadığı, belirli grupları sınırlı bir şekilde temsil ettiği ve çok dillilik ilkesini yeterince uygulamadığı tespit edilmiştir. Ayrıca, kuruluşun paylaşımlarında yoğun bir şekilde altyazı, açıklama, müzik ve hashtag gibi unsurları kullansa da etkileşim oranlarının düşük kaldığı saptanmıştır.

Anahtar Kelimeler

Sosyal Medya TikTok Çevresel İletişim Birleşmiş Milletler Çevre Programı

Kaynakça

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  • Nwafor, G. U., Aghaebe, S. E., Bartholomew, C. E., & Umuze, A. N. (2024). Investigating the Effectiveness of TikTok in Promoting Public Awareness and Engagement on Climate Change Adaptation and Mitigation Measures in Nigeria. Asian Journal of Education and Social Studies, 50(12), 279–291. https://doi.org/10.9734/ajess/2024/v50i121696
  • Oh, J., & Ki, E.-J. (2023). Extending Norm Activation Theory to Understand Publics’ Support For Environmentally Responsible Organizations. Corporate Communications: An International Journal, 28(3), 381–399. https://doi.org/10.1108/CCIJ-03-2022-0024
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  • Patton, M. Q. (2002). Qualitative Research and Evaluation Methods (3rd ed.). Sage Publications.
  • Pereira, B. B., & Ha, S. (2024). Environmental Issues On Tiktok: Topics And Claims Of Misleading Information. Journal of Baltic Science Education, 23(1), 131–150. https://doi.org/10.33225/jbse/24.23.131
  • Rahyadi, I., Kamilah, F., & Supriyanto, N. S. (2025). TikTok as a Platform to Address the Environmental Issue in Indonesia: Content Analysis of Pandawara. In B. Alareeni & I. Elgedawy (Eds.), Opportunities and Risks in AI for Business Development (Vol. 546, pp. 39–46). Springer Nature Switzerland. https://doi.org/10.1007/978-3-031-65207-3_4
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  • Sancho Ortiz, A. E. (2025). Environmental Discourse on Social Media: Exploring Engagement In X/Twitter For Environmental Purposes. Language and Dialogue. https://doi.org/10.1075/ld.00189.san
  • Shapiro, M. A., & Park, H. W. (2018). Climate Change and YouTube: Deliberation Potential in Post-video Discussions. Environmental Communication, 12(1), 115–131. https://doi.org/10.1080/17524032.2017.1289108
  • Sharif, M. H. M., Troshani, I., & Davidson, R. (2015). Public Sector Adoption of Social Media. Journal of Computer Information Systems, 55(4), 53–61. https://doi.org/10.1080/08874417.2015.11645787
  • Siregar, K. C., Sopacua, Y., & Alfredo, R. (2024). Digital Revolution In Public Communication Management: A Review Of Opportunities And Challenges For Maluku Regional Police Public Relations In The Digital Era. Baileo: Jurnal Sosial Humaniora, 1(3), 244–255. https://doi.org/10.30598/baileofisipvol1iss3pp244-255
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  • Wang, J., Gu, Y., Xin, H., & Wang, X. (2022). Influence of Appeal Type and Message Framing on Residents’ Intent to Engage in Pro-Environmental Behavior. International Journal of Environmental Research and Public Health, 19(23), 15431. https://doi.org/10.3390/ijerph192315431
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  • Zhu, C., Xu, X., Zhang, W., Chen, J., & Evans, R. (2019). How Health Communication via Tik Tok Makes a Difference: A Content Analysis of Tik Tok Accounts Run by Chinese Provincial Health Committees. International Journal of Environmental Research and Public Health, 17(1), 192. https://doi.org/10.3390/ijerph17010192
Toplam 92 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Konular İletişim ve Medya Çalışmaları (Diğer)
Bölüm Araştırma Makalesi
Yazarlar

Zindan Çakıcı 0000-0002-8916-0582

Emre Meriç 0009-0000-1862-8654

Rahmi Uysal 0000-0001-8100-8546

Yayımlanma Tarihi 28 Nisan 2025
Gönderilme Tarihi 23 Ocak 2025
Kabul Tarihi 5 Nisan 2025
Yayımlandığı Sayı Yıl 2025 Sayı: 48

Kaynak Göster

APA Çakıcı, Z., Meriç, E., & Uysal, R. (2025). Environmental Communication Strategies on TikTok: A Study on the United Nations Environment Programme (UNEP). Akdeniz Üniversitesi İletişim Fakültesi Dergisi(48), 95-120. https://doi.org/10.31123/akil.1625534
 Kapak Resmi İndir

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Akdeniz Üniversitesi İletişim Fakültesi Dergisi Creative Commons Atıf-Gayriticari 4.0 Uluslararası Lisansı ile lisanslanmıştır.