Climate change on TikTok: Investigating the impact of viral videos about climate change on adults

Abstract: Due to the rise of audiovisual social media apps such as TikTok, anyone can participate as a communicator or listener in the climate change discourse. This thesis explores viral TikTok videos about climate change, their usage of narrative elements and predominantly their impact on adults below 30 on an individual level. A content analysis revealed that most videos use helpless storylines to communicate climate change. Using focus group discussions, viral TikTok videos with different plot themes were shown to adults and discussed to get an insight into the potential impact. The results show that negative messages can cause negative emotions. Positive messages can influence the viewer and inspire them to combat climate change, but most importantly, a call-to-action is needed. Lastly, TikTok helps to keep climate change within the discourse, and it gives an insight into how the younger generation feels about the issue.