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Motivations and Engagement: Environmental Communication on SNS in China and Sweden
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media.
2012 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

As the name suggests and according to the developers’ intention, Social Networking Sites (SNS) are designed as tools for users to make friends and express themselves. However, the usage of SNS apparently goes beyond these aspects with more plurality and possibilities unforeseen by their conceivers. Much evidence shows that communicating about the environment and nature on social networking sites is a prominent phenomenon. However, few researchers have shed light on the individual use of SNS for environmental communication.

Individuals in both China and Sweden generate, seek, disseminate and discuss environmental news and information on SNS. This exploratory study employs qualitative methods to examine this practice and compares the differences and similarities between Chinese and Swedish individuals in terms of environmental communication. Focusing on motivation and engagement, the study explains and describes why and how individuals in these two countries are engaged in environmental communication. The study also examines the social and political implications of this phenomenon by discussing the relationship among new technology, communication and social changes.

Place, publisher, year, edition, pages
2012. , 147 p.
Keyword [en]
Environmental Communication, SNS, Facebook, Twitter, Sina Weibo, Renren, Social Media, Sweden, China, Sustainable Society, Motivation, Engagement, Social Changes.
National Category
Social Sciences
URN: urn:nbn:se:uu:diva-189265OAI: oai:DiVA.org:uu-189265DiVA: diva2:581196
Subject / course
Media and Communication Studies
Social and Behavioural Science, Law
Available from: 2013-02-07 Created: 2012-12-28 Last updated: 2013-02-07Bibliographically approved

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