- Content analysis
- Social effective social media messaging
- Climate communication
Emma Klekotka is a first-year computer science and journalism student at Northeastern. Her research interests include social effective social media messaging and climate communication.
Current Research – User Engagement with Climate Activism on TikTok
In recent years, the social media platform TikTok has become a stage for activism, especially among young adults. However, research is relatively limited on the subject, especially content relating to climate activism. Messaging of climate-related TikToks varies in content and tone, with some promoting positive changes to combat climate change while others offer bleak views on the inability of individuals to prevent climate change.
Through content analysis of videos under the hashtag #climatechange, this study aims to examine the correlation between predetermined characteristics and user engagement with climate-related content on TikTok.