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Talking Climate Change via Social Media: Communication, Engagement and Behaviour

Fernandez, Miriam; Piccolo, Lara S. G.; Maynard, Diana; Wippoo, Meia; Meili, Christoph and Alani, Harith (2016). Talking Climate Change via Social Media: Communication, Engagement and Behaviour. In: WebSci '16 Proceedings of the 8th ACM Conference on Web Science, ACM, New York, USA, pp. 85–94.

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While individual behaviour change is considered a central strategy to mitigate climate change, public engagement is still limited. Aiming to raise awareness, and to promote behaviour change, governments and organisations are conducting multiple pro-environmental campaigns, particularly via social media. However, to the best of our knowledge, these campaigns are neither based on, nor do they take advantage of, the existing theories and studies of behaviour change, to better target and inform users. In this paper we propose an approach for analysing user behaviour towards climate change based on the 5 Doors Theory of behaviour change. Our approach automatically identifies five behavioural stages in which users are based on their social media contributions. This approach has been applied to analyse the online behaviour of participants of the Earth Hour 2015 and COP21 Twitter movements. Results of our analysis are used to provide guidelines on how to improve communication via these campaigns.

Item Type: Conference or Workshop Item
Copyright Holders: 2016 The Authors
ISBN: 1-4503-4208-6, 978-1-4503-4208-7
Project Funding Details:
Funded Project NameProject IDFunding Body
A Decarbonisation Platform for Citizen Empowerment and Translating Collective Awareness into Behavioural Change610829European Union FP7
Keywords: social media; climate change; behaviour; behaviour change
Academic Unit/School: Faculty of Science, Technology, Engineering and Mathematics (STEM) > Knowledge Media Institute (KMi)
Faculty of Science, Technology, Engineering and Mathematics (STEM)
Research Group: Centre for Research in Computing (CRC)
Related URLs:
Item ID: 46530
Depositing User: Miriam Fernandez
Date Deposited: 09 Jun 2016 13:47
Last Modified: 07 Dec 2018 15:47
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