Analysis of Environmental KOL Communication Strategies Based on Framing Theory—A Case Study of Wu Qiong Xiao Liangs Weibo Content
Abstract
Taking Entman’s framework theory as the basis, this essay uses representative video works released by Wu Qiong Xiao Liang, a famous scientific communicator on the Weibo platform and director of the New Media Center of National Geography in China as the analysis example. The case theme is ecological observation and protection field. Through the four-step qualitative text analysis method , this essay finds that the creator uses clear topic positioning to highlight the interest and scientific value of the text, and actively avoid political controversial information, and then uses humorous expression and visual annotation and other interpretation methods to construct two kinds of communication frames: “Science in Daily Life”, “Exploring Secrets and Refuting Rumors”. These two frames have played a vital role in promoting the efficient transmission of scientific knowledge.
References
- Zhang, X. (2025). Policy path and implementation of the connection between environmental assessment and carbon peaking and carbon neutrality under the “dual carbon” target.6(7). https: //doi.org/10.12349/ees.v6i7.6548
- [2] LI Y Y, MA S Q, ZHANG Y H, et al. An improved mix framework for opinion leader identification in online learning communities [ J]. Knowledge -Based Systems, 2013, 43: 43 - 51.
- Suzannah Evans Comfort & Young Eun Park (2018): On the Field of Environmental Communication: A Systematic Review of the Peer-Reviewed Literature, Environmental Communication, DOI: 10.1080/17524032.2018.1514315
- Entman R. M.,“Framing:toward clarification of a fractured paradigm,”Journal of Communication,Vol. 43,No. 4(1993),pp. 51-58.
- Entman R. M.,“Framing U. S. coverage of international news:contrasts in narratives of the KAL and Iran Air Incidents,”Journal of Communication,Vol. 41,No. 4(1991),pp. 6-27.
- Scheufele, D. A., & Tewksbury, D. (2007). Framing, agenda setting, and priming: The evolution of three media effects models. Journal of Communication, 57(1), 9‑20. DOI: 10.1111/j.0021‑9916.2007.00326.x
- Myers, T.A., Nisbet, M.C., Maibach, E.W. et al. A public health frame arouses hopeful emotions about climate change. Climatic Change 113, 1105–1112 (2012). https: //doi.org/10.1007/s10584-012-0513-6
- Matthew C. Nisbet (2009): Communicating Climate Change: Why Frames Matter for Public Engagement, Environment: Science and Policy for Sustainable Development, 51: 2, 12-23. http: //dx.doi.org/10.3200/ENVT.51.2.12-23
- Rezende, S. O., & Figueiredo, F. (2018). The effects of social media opinion leaders’ recommendations on followers’ intention to buy. Revista Brasileira de Gestão de Negócios, 20(1), 57-73. https: //doi.org/10.7819/rbgn.v20i1.3590
- Walter, D.; Ophir, Y. News frame analysis: An inductive mixed-method computational approach. Commun. Methods Meas. 2019, 13, 248–266.
- Wuxiaoliang.. (2024, April 25). Come to Hepu, Guangxi to see how many horseshoe crabs are here! Weibo. https: //weibo.com/2656274875/OBoKZ1QjH
- Wuxiaoliang. (2025, April 14). There are so many strange things in the desert. Weibo. https: //weibo.com/2656274875/OFlMkmSJz
- Gamson W. A.,“News as framing:comments on graber,”American Behavioral Scientist,Vol. 33,No. 2(1989),pp. 157-161.
- D’Angelo P.,Lule J. & Neuman W. R. et al.,“Beyond framing:a forum for framing researchers,”Journalism & Mass Communication Quarterly,Vol. 96,No. 1(2019),pp. 12-30.
- Entman R. M.,Matthes J. & Pellicano L.,“Nature,sources,and effects of news framing,”in Wahl-Jorgensen K. & Hanitzsch T.(eds.),The Handbook of Journalism Studies,New York:Routledge Press,2009,pp. 175-190.
- Eisele, O.; Heidenreich, T.; Litvyak, O.; Boomgaarden, H.G. Capturing a News Frame–Comparing Machine-Learning Approaches to Frame Analysis with Different Degrees of Supervision. Commun. Methods Meas. 2023, 17, 205–226.