基于价值观的气候传播:中国Z世代价值观念与气候叙事探究  

A Value-Based Approach of Climate Change Communication:An Exploration of Values and Climate Change Narratives of Generation Z in China

作　　者：曾繁旭[1] 张智鹏 ZENG Fanxu;ZHANG Zhipeng

机构地区：[1]清华大学新闻与传播学院,北京100084

出　　处：《上海交通大学学报（哲学社会科学版）》2024年第7期27-44,共18页Journal of Shanghai Jiao tong University(Philosophy and Social Sciences)

基　　金：清华大学自主科研项目(2022THZWYY07);青年群体气候叙事研究项目(能源基金会资助)。

摘　　要：随着“双碳”目标的提出,中国正式迈入“双碳”时代,Z世代因其特殊的世代坐标,是决定未来“双碳”目标顺利实现与否的关键群体。文章以中国Z世代公众为研究对象,提出以价值观念作为气候传播中叙事设计的主要依据。研究中招募54名中国Z世代志愿者,共计开展12次焦点小组访谈,探讨他们的价值观念和气候态度,随后邀请他们进行叙事语料测试,语料的不同段落和表述暗含了对应的价值观念假设。通过对焦点小组和语料测试的质性材料分析,发现Z世代群体普遍体现出自我提升和“躺平”期待的并存、强烈的国族认同感以及平等主义倾向,同时既自我关注又有较低的自我效能感。文章尝试建立起价值取向与气候认知和态度之间的可靠关联,并总结了Z世代价值偏向对气候叙事实践的启示。With the proposal of the“dual carbon”goal,China has officially entered the“dual carbon”era.The Generation Z(Gen-Z),due to its special generation coordinates,is the key group that determines whether the future“dual carbon”goal will be successfully achieved.In this paper,a value-based approach was proposed for public segments identification and narrative design in climate communication by taking the Chinese Gen-Z public as the target audience.54 Chinese Gen-Z volunteers were recruited and a total of 12 focus group interviews were conducted to explore their basic values and climate change attitudes.Then,they were invited to take a narratives test,where different passages and expressions in the corpus implied the corresponding value assumptions.An analysis of the qualitative material from the focus groups and narratives tests indicates that the Gen-Z group generally possess higher self-enhancement orientations and hedonic expectations,strong patriotism,and egalitarian and self-focused tendencies,while at the same time display a lower self-efficacy.The article attempts to establish a reliable connection between value orientations and climate cognition and attitudes,and summarizes the implications of Generation Z value orientations for the practice of climate narratives in the field.

关 键 词：价值观 Z世代 气候传播 气候认知与态度 气候叙事 

分 类 号：P467[天文地球—大气科学及气象学] C913.5[经济管理]