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Chapter 6 Climate education for the public

dissemination effect.
（2）The Appeal of Live-streamed Science Popularization
Weibo’slive streaming feature provides new formats for climate science outreach. For
example, a meteorology expertvia Weibo live streamsaddressed common public questions
about climate change, attracting hundreds of thousands of viewers within a short timeframe.
Using vivid case studies and data, the expert explained the causes, impacts, and response
measures regarding climate change to the public, enhancing climate awareness.
（3）The Dissemination Effect of Social Media
Weibo’sdissemination effect enables climate science activities to rapidly reach broad
audiences. For instance, climate science articles and videos released by meteorological au-
thorities quickly spread to larger populations through user reposts and comments. This social
dissemination effect not only expanded the influence of climate science outreach, but also
enhanced public engagement through interactive features.
（4）Public Participation in Climate Action
On WeiboThe climate science popularization activities are not limited to knowledge
dissemination but also include public participation components. For example, the Meteo-
rological Administrationinitiated through Weiboan activity named “Climate Action Plan,”
encouraging users to share their low-carbon lifestyles. These user contributions not only
demonstrate the diversity of climate actions but also leverage social media’s dissemination
effects to inspire more people to join environmentalprotection initiatives.
【4】Case Four:Tencent CharityClimate Action Projects
Tencent CharityThrough its platform, connected numerous climate action projects with
public participants. For instance,Tencent Charitylaunched a climate action project named
“Green Future,” encouraging the public to support climate-related environmental projects
through donations. By integrating social media and mobile applications,Tencent Charitynot
only motivated massive user participation in climate actions but also demonstrated through
data visualization how public donations translate into tangible environmental outcomes.
(1) “Green Future” Project
Tencent CharityThe “Green Future” project aims to support climate-related
environmental initiatives through public donations, such as afforestation, marine
conservation, and clean energy promotion. Users canutilize Tencent Gongyiplatform to select
and donate to projects of interest, while monitoring project progress and outcomes in real
time.
(2) Transparency of Data Visualization
Tencent Gongyiemploys data visualization technology to show users how their
donations translate into concrete environmental achievements. For example, a user
whodonates via Tencent Gongyito support a tree-planting project can track its progress (e.g.,
number of trees planted, coverage area)through Tencent Gongyiplatform in real time. This
transparent feedback mechanism not only strengthens user trust but also motivates broader

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