Correlation Between Post-Pandemic Climate Change Advocacy on TikTok and Knowledge, Attitude, and Adaptation Practices Among TikTok Users in Nigeria
This study examined the relationship between climate change advocacy on TikTok and knowledge, attitude, and adaptation practices among TikTok users in Nigeria. This study employed quantitative methods, using content analysis and cross-sectional survey approaches to generate data. An API tool was use...
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| Main Authors: | , , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
MDPI AG
2025-02-01
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| Series: | Journalism and Media |
| Subjects: | |
| Online Access: | https://www.mdpi.com/2673-5172/6/1/36 |
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| Summary: | This study examined the relationship between climate change advocacy on TikTok and knowledge, attitude, and adaptation practices among TikTok users in Nigeria. This study employed quantitative methods, using content analysis and cross-sectional survey approaches to generate data. An API tool was used to scrape 342 TikTok videos, out of which 16 videos with comprehensive information about climate change were purposively selected, and 381 survey participants were purposively selected from 23.84 million TikTok users in Nigeria. The data were presented in simple frequency tables, while the Pearson’s Correlation analysis was conducted on the survey data acquired to draw inferences. The results of the content analysis suggest that users in Nigeria have contributed a little in providing comprehensive climate advocacy content on TikTok; most of available videos emanated from official sources and projected the anthropogenic nature of the climate crisis but denoted a pessimistic and alarming tone, which may induce despair and outright disregard for the messages. The survey results depict limited exposure to climate change content on TikTok, even though the knowledge of climate change was adequate. More so, polarised perceptions and attitudes, and maladaptive practices in tree planting as well as plastic and household wastes management were observed. The correlation coefficients show a negative and statistically non-significant correlation between exposure to climate advocacy on TikTok and knowledge, attitude, and adaptation practices, but there is a positive but insignificant relationship between the perception of climate change advocacy on TikTok and adaptation practices. These findings suggest the need for more intentional policies that will drive positive attitudinal changes and adaptation practices among young people in Nigeria. |
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| ISSN: | 2673-5172 |