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

Zindan Çakıcı; Emre Meriç; Rahmi Uysal

doi:10.31123/akil.1625534

TR EN

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

Öz

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.

Anahtar Kelimeler

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

Kaynakça

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Ayrıntılar

Birincil Dil

İngilizce

Konular

İletişim ve Medya Çalışmaları (Diğer)

Bölüm

Araştırma Makalesi

Yazarlar

Zindan Çakıcı ^*
0000-0002-8916-0582
Türkiye

Emre Meriç
0009-0000-1862-8654
Türkiye

Rahmi Uysal
0000-0001-8100-8546
Türkiye

Yayımlanma Tarihi

28 Nisan 2025

Gönderilme Tarihi

23 Ocak 2025

Kabul Tarihi

5 Nisan 2025

Yayımlandığı Sayı

Yıl 2025 Sayı: 48

DOI

https://doi.org/10.31123/akil.1625534

IZ

https://izlik.org/JA37GH46TA

APA

Çakıcı, Z., Meriç, E., & Uysal, R. (2025). Environmental Communication Strategies on TikTok: A Study on the United Nations Environment Programme (UNEP). Akdeniz Üniversitesi İletişim Fakültesi Dergisi, 48, 95-120. https://doi.org/10.31123/akil.1625534

Akdeniz Üniversitesi İletişim Fakültesi Dergisi Creative Commons Atıf-Gayriticari 4.0 Uluslararası Lisansı ile lisanslanmıştır.

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

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

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