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

Abstract

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.

Keywords

• Sosyal Medya
• TikTok
• Çevresel İletişim
• Birleşmiş Milletler Çevre Programı

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

Abstract

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.

Keywords

• Social Media
• TikTok
• Environmental Communication
• United Nations Environment Programme

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