Climate Activism, Social Media and Behavioural Change: A Literature Review

Gaupp, F. & Eker, S. ORCID: https://orcid.org/0000-0003-2264-132X (2024). Climate Activism, Social Media and Behavioural Change: A Literature Review. IIASA Working Paper. Laxenburg, Austria: WP-24-007

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Abstract

Social change significantly influences climate action through various mechanisms, such as the adoption of low-carbon behaviors and lifestyle, as well as activism that puts pressure on decisionmakers for stricter climate action. Public opinion and attitudes towards climate change and solutions are driven by a complex interplay of several individual, social, economic and environmental factors. Youth climate activism, exemplified by the Fridays for Future (FFF) movement, and social media engagement are two of such interconnected factors. This review paper addresses the impact of youth-led climate protests on online discussions about climate change and solutions, particularly focusing on the influence of social media on shaping societal norms and consumption preferences, notably dietary patterns. Further, it explores the potential of Reddit as a space for deliberative dialogue and a useful data source to analyse public discourse on climate change. By synthesizing existing literature, this paper provides insights for further research on using social media data as a resource to understand the drivers of changing public attitudes towards climate change and climate-friendly behaviors.

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