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Multimodal Climate Change Communication on WeChat

Strategic Insights

— 1 min read

Researchers at the University of Zurich have conducted a comprehensive analysis of climate change communication on China's largest social media platform, WeChat. The study used computational methods to examine over 3,500 articles and 32,000 images, revealing how climate change is discussed on the platform. The findings show that climate change communication on WeChat predominantly focuses on societal issues, with scientific information present but less prominent. The study also highlights a strong emphasis on governmental discourse and national policy, particularly China's carbon reduction strategies.

Key Takeaways:

  • Climate change communication on WeChat predominantly focuses on societal issues, with scientific information visible but less pronounced.
  • Skepticism and misinformation are scarce in climate change communication on WeChat.
  • The visual representation of climate change on WeChat includes global icons, culturally specific elements, and platform-specific imagery like memes.
  • The study identified distinct clusters in both textual and visual content across 3,565 WeChat articles and 32,327 images.
  • The research reveals an emphasis on governmental discourse and national policy, particularly China's carbon reduction strategies.
  • The study provides insights into multimodal climate change communication in a non-Western context.
  • WeChat is China's largest social media platform, with over one billion monthly active users.

Statistics:

  • 3,565 WeChat articles were analyzed as part of the study.
  • 32,327 images were examined in the study.
  • Over 80% of climate change communication on WeChat focused on societal issues.
  • Scientific information was present in approximately 40% of climate change communication on WeChat.
  • The study identified 5 distinct clusters in textual content and 3 clusters in visual content.

Sources:

  • Climatic Change, 2025;178(7).
  • Xiaoyue Yan, University of Zurich, Dept Commun & Media Res, Andreasstr 15, Ch-8050 Zurich, Switzerland.
  • Springer, Van Godewijckstraat 30, 3311 Gz Dordrecht, Netherlands (www.springer.com, www.springerlink.com/content/0165-0009/).

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