Volume No. 10 Issue No.: 1 Page No.: 201-210 July-September 2015




N. Bhuvana and Arul Aram I.*

Environmental Communication, Department of Chemistry, Anna University, Chennai (INDIA)


Received on : February 10, 2015




The last two decades have witnessed an increase in media coverage on climate change. The Intergovernmental Panel on Climate Change (IPCC) guides policy-making on climate change while the media spreads awareness about the issue. India is a major emerging economy and also one of the top greenhouse gas emitters, despite it being ranked low on per capita emissions. There is a pressing need that India should fast track activities on climate change mitigation and adaptation. The developing economy is more vulnerable to drastic climate change threats foreseen in the future. A citizen from the highest income group in India – comprising just 1% of the population – emits four-and-a-half times more CO2 than a citizen within the poorest 38% of the population. Researchers assume that urban elites causing more pollution will have social media presence and thus it will be a viable platform to mediate climate change communication. The explosion of social media and the high penetration of cellular technology have made the many tech-savvy Indians stay connected always. Social network analysis offers a framework to analyze how social media can be taken advantage of to spread awareness on climate change. Using visual analysis, the researchers analyze how Facebook, the most popular social networking site, is used to discuss and share information on climate change. In this aspect, Greenpeace India’s Facebook fan page is taken as a case study.


Keywords : Climate change, Facebook, IPCC, Visual analysis, Social network analysis