Research on Viral Marketing of Global Warming Communication based on the STEPPS Model

Abstract

Effective communication of global warming information is the basic process to alleviate the climate change problem closely linked to humans’ sustainable development. What’s more, climate change is not reversible and invisible. The reasons for the failure to communicate global warming-related information can be attributed to obscure language, unidirectional input, and disinformation. Therefore, catching people’s eyes in this field isn’t easy. Although the United Nations and governments implement lots of policies to reduce the emission of carbon dioxide, global warming has threatened millions of lives of creatures and their habitats. The communication strategies of global warming information or policies need to be more valid to raise people’s attention and put them into action. The application of the viral marketing model STEPPS will be the main focus of this essay. The suggestion is theoretically based on this model, combining the current communication challenges from emotions, practical value, story, and social currency. Combining the STEPPS model with scientific information communication is a creative strategy to spread the important message to the audience effectively, and there is research about the application of the viral marketing model in the global warming field. This essay will provide a new and original method to the transmitter of environmental protection organizations.