Communications in Humanities Research ISSN: 2753-7072
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Research Article

ESG Communication by International Organizations: An Analysis of UNESCO's WeChat Official Account (2023–2025)

Ai ShaoSoochow University*

* Corresponding author: [email protected]

Abstract

This study explores the relationship between the ESG concept and the United Nations system, as well as the role of international organizations, particularly the United Nations Educational, Scientific, and Cultural Organization (UNESCO), in the dissemination of ESG. The research aims to analyze the ESG communication characteristics and strategies of UNESCO's WeChat official account, covering 849 posts from 2023 to 2025, employing content analysis, categorizing ESG dimensions (E/S/G), conducting title word frequency analysis and descriptive statistics, and using reading volume as an indicator of communication effectiveness. The main findings reveal that the S dimension dominates, with E and G dimensions playing supporting roles, and that the topics align well with the organization's mission. There is a concentration of content in Asia, and significant differences in reading volumes are observed, with various influencing factors identified. The study concludes that UNESCO's ESG communication model features a strong social focus and offers insights for international organizations in ESG communication and digital public diplomacy.

Keywords: ESG communication; WeChat official account; International organizations; Sustainable development
Published: March 24, 2026
DOI: 10.54254/2753-7064/2026.BJ32381
Volume: CHR Vol.105
pp. 97-104
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