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.
作者
曾繁旭
张智鹏
ZENG Fanxu;ZHANG Zhipeng
出处
《上海交通大学学报（哲学社会科学版）》
CSSCI
北大核心
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)。
关键词
价值观
Z世代
气候传播
气候认知与态度
气候叙事
values
Generation Z(Gen-Z)
climate change communication
attitudes towards climate change
climate change narratives
作者简介
曾繁旭,清华大学新闻与传播学院教授(北京100084);张智鹏,清华大学新闻与传播学院博士生(北京100084)。
