ArticleOxford open climate change2025
Role model narratives are underutilized in Instagram and TikTok climate action posts.
Article in Oxford open climate change, 2025. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Not yet cited in PubMed.
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Abstract
Role model narratives-stories about specific people taking recommended actions-are a proven communication strategy for encouraging socially beneficial behaviors such as climate action. However, the extent to which climate activists share role model narratives on social media has yet to be investigated. To measure the prevalence of climate action role model narratives on social media, we manually collected Instagram and TikTok posts tagged with the hashtags #climateaction and #climateactivist (dated between August 2021 and October 2024) and conducted a content analysis of the posts (Instagram
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