王宇琦,曾繁旭

• 1:北京外国语大学国际新闻与传播学院
• 2:清华大学新闻与传播学院

摘要(Abstract)：

气候传播的文化转向，凸显了从价值观视角开展气候传播研究的重要性。本研究在基于价值观的人群分类基础上，探讨中国语境下细分受众的气候叙事偏好与叙事策略。具体而言，针对六类细分人群，本研究通过焦点小组的研究方法，借助语料测试的方式细致剖析了每个人群较为偏好和较为反感的气候叙事方式。在此基础上，本研究基于公共事务兴趣高/低和个人/集体偏向两个维度，对六类人群进行了进一步整合，并总结出针对特定人群的气候叙事建议。本研究有助于从细分受众的角度增进对气候叙事的理解。

关键词(KeyWords)： 气候叙事;受众细分;价值观;焦点小组

Abstract:

Keywords:

基金项目(Foundation): 能源基金会支持项目“气候叙事研究”(项目批准号:G-2204-33796);; 中央高校基本业务费项目“习近平生态文明思想视阈下气候议题国际传播路径研究”(项目批准号:2023ZX011)的阶段性研究成果

作者(Author): 王宇琦,曾繁旭

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