Applying New Media to Accelerate the Social Response to Achieving Carbon Neutrality in China

Abstract

In the modern era of accelerating global environmental degradation, countries have developed different strategies to save energy. Among them, carbon neutrality schemes have been a major concern. The aim of this paper is to explore how new media can be used to accelerate the social response to carbon neutrality in China. This study is based on new media research with the aim of socializing carbon neutrality. A questionnaire was used to collect data on perceptions and use of carbon neutrality and new media from 130 respondents aged 18 and above. A total of 123 valid data were collected. The study found that: 1) respondents' overall knowledge of the concept of carbon neutrality and the pathways implemented in China to achieve it was low, and there was no relationship between respondents' education level and their knowledge of the concept of carbon neutrality. 2) respondents mostly obtained current affairs news from microblogs and news APPs and were more convinced of the information obtained through these channels. 3) respondents, after combining various user-friendly functions, the willingness to download and use government-developed APPs has increased significantly. This paper suggests that 1) the government should work with streaming media platforms to expand society's understanding of carbon neutrality and 2) the government should develop various apps that encourage lifestyles of low-carbon households. In this way, society's response to carbon neutrality will be amplified through the new media