Analysis of Environmental KOL Communication Strategies Based on Framing TheoryA Case Study of Wu Qiong Xiao Liangs Weibo Content

Taking Entmans framework theory as the basis, this essay uses representative video works released by Wu Qiong Xiao Liang, a famous scientific communicator on the Weibo platform and director of the New Media Center of National Geography in China as the analysis example. The case theme is ecological observation and protection field. Through the four-step qualitative text analysis method , this essay finds that the creator uses clear topic positioning to highlight the interest and scientific value of the text, and actively avoid political controversial information, and then uses humorous expression and visual annotation and other interpretation methods to construct two kinds of communication frames: Science in Daily Life, Exploring Secrets and Refuting Rumors. These two frames have played a vital role in promoting the efficient transmission of scientific knowledge.