Climate Communication with Chinese Youth by Chinese Nongovernmental Organizations: A Case Study of Chinese Weather Enthusiasts on Bilibili

Abstract

Abstract Nongovernmental organizations (NGOs) have increasingly played pivotal roles in shaping climate agendas and mobilizing individuals to engage in environmental initiatives. However, the nature of NGOs’ online interaction with users, especially in developing countries, remains largely unexplored. This study focused on the dynamics of engagement between a Chinese NGO, Chinese Weather Enthusiasts (CWE), and Chinese youth on the social media platform of Bilibili. The research comprised two main components. First, named entity recognition was employed to analyze weather-related terms in CWE’s posts on Bilibili and dynamic topic modeling was utilized to uncover shifts in thematic focus. Subsequently, descriptive analysis and negative binomial regression were employed to investigate the correlation between weather types and user engagement metrics. The study unveiled two noteworthy findings: first, CWE posts are closely linked to short-term weather, providing timely content that may meet the public’s demand for climate information. Second, the engagement of Chinese youth users is not affected by extreme weather types. Future research should continue to elucidate strategies that NGOs can employ to enhance online engagement among youth users. Significance Statement This study seeks to contribute to the current literature of climate communication by investigating how NGOs engage with Chinese youth on social media, an area that has received scant attention thus far. Focusing on an influential Chinese climate NGO, CWE, and its interactions with Chinese youth on the social media platform of Bilibili, this research sheds lights on strategies to communicate information related to extreme weather to this demographic. Examining factors that influence online user engagement offers both theoretical insights about the mechanisms of climate communication and practical implications for NGOs and policymakers to mobilize youth for environmental initiatives. The findings also underscore the importance of tailoring climate communication to align with the daily experiences of the target audience and public-centric approaches in climate communication strategies.