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

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dc.contributor.authorÇakıcı, Zindan
dc.contributor.authorMeriç, Emre
dc.contributor.authorUysal, Rahmi
dc.date.accessioned2026-04-04T18:44:20Z
dc.date.available2026-04-04T18:44:20Z
dc.date.issued2025
dc.departmentİstanbul Bilgi Üniversitesi
dc.description.abstractThis 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.
dc.identifier.doi10.31123/akil.1625534
dc.identifier.endpage120
dc.identifier.issn1304-3846
dc.identifier.issn2619-9718
dc.identifier.issue48
dc.identifier.startpage95
dc.identifier.trdizinid1312468
dc.identifier.urihttps://doi.org/10.31123/akil.1625534
dc.identifier.urihttps://search.trdizin.gov.tr/tr/yayin/detay/1312468
dc.identifier.urihttps://hdl.handle.net/11411/10078
dc.indekslendigikaynakTR-Dizin
dc.language.isoen
dc.relation.ispartofAkdeniz İletişim
dc.relation.publicationcategoryMakale - Ulusal Hakemli Dergi - Kurum Öğretim Elemanı
dc.rightsinfo:eu-repo/semantics/openAccess
dc.snmzKA_TR-Dizin_20260402
dc.subjectTiktok, Social Media, Environmental Communication, United Nations Environment Programme
dc.titleEnvironmental Communication Strategies on TikTok: A Study on the United Nations Environment Programme (UNEP)
dc.typeArticle

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