A presentation given for the Beijing Energy Network on November 2, 2011. Explains that Chinese learn about climate change from multiple sources, often they live low carbon lives, and that one's peers are important for understanding action.

1. How Chinese Youth Make Sense of
Climate Change in Their Daily Life
christopher eberhardt
The New School for Social Research

2. introduction
• This material derives from my dissertation research
• This is a work in progress, weak areas exist
• Originally wanted to know if Americans and Chinese are working together to
solve climate change
• Re-focused on Chinese youth and how they understand climate change,
particularly interested in personal responsibility
– At times it becomes necessary to speak of Chinese population more generally
and environmental issues more generally because of limits of my research and
that of others.

3. outline
• China + politics + environmentalism
• environmental education
• responsibility
• daily action
• lessons + suggestions

4. China + politics + environmentalism

5. China + politics + environmentalism
Led by Zhou Enlai,
Emergence of
China joins emerging
international
international dialogue,
environmental
and follows peer
organizations.
pressure,ie. creates
environmental ministry, Embedded
creates national parks. activism.
1950 1960 1970 1980 1990 2000 2010
Government ministry
Mao extols man Slow
elevated, and
who moved the emergence of
introduction of
mountain. domestic
environmental
environmental
Do not criticize the education.
organizations
government
Greater international
I argue that 1950’s and 1960’s, are particularly important for peer pressure, and
understanding why today in China there are Chinese state and international
domestic actors and international actors working on climate change
cooperation in general.
and other environmental issues.

6. China + politics + environmentalism
Limits remain
to how
individuals can Safari can’t open the page.
debate issues Safari can’t open the page “http://www.youtube.com/” because the server
unexpectedly dropped the connection. This sometimes occurs when the
in China. server is busy. Wait for a few minutes, and then try again.i
Limits to
engagement
with individuals
from other
countries.
Recent MA thesis argues that Chinese news in English does not
mention climate change happening in China, only happening abroad.
Her theory is that this is done so as not to raise questions about
development policies.

7. environmental education

8. environmental education
In 2003 environmental
education became a
national requirement for
primary and secondary
education.
Problem is that material is
not on the tests and parents
think outdoor trips takes
away from studying for tests.
Also domestic and
international NGO efforts like
Green Camp and Roots and
Shoots.

9. environmental education
Requiring all
Chinese to
study English
beginning in
middle
school opens
up new
opportunities
for dialogue.
Its easier to
understand
what’s said at
BEER!

10. environmental education
Incorporation of
green messages
within social
propaganda
machine.
Hampered by
limited funds.
“Green travel, civilized transit.”
As these images try to suggest, messages about protecting the
environment or saving resources are in similar locations and use
similar branding as messages about being a good and respectful
Beijing citizen.

11. environmental education
Networks of
international activists
and organizations.
Here we have a show near the 798 art district of
Beijing about coal and climate change organized
by Asia Society and a conference about recycling
and climate change organized by GAIA.

12. environmental education
A narrative of the
weather changing,
and learning about
this issue through TV
and school.
As a researcher, in some ways one
regret is that I did not ask about the
Internet or mobile phones. My
research consisted of 149 people
answering online survey, 20 follow-up
interviews, and the common narrative
was one of the weather getting
warmer, and learning about this issue
through school and TV.

13. responsibility

14. responsibility
Citizens want
government to
provide
services, but
government
less able to.
Chinese
citizens
increasingly
have to take
care of
education,
homes, jobs, Common theme between Western Europe where welfare state is being
and medical challenged and China where the “iron rice bowl” has been dismantled, that
themselves. individuals still look to the state to provide services, but the state struggles
to do so, greater responsibility is on the individual.

15. responsibility
Individualization
has increased
over the last
thirty years but
difficult to see
an increase in Protecting the environment is
individual responsibility, caring is virtue.
responsibility in
China according
to new research.
Everyone has responsibility for
protecting the environment.

16. responsibility
Climate change is to be solved
primarily by the government, only entity
able to reign in factories. Individuals
can do their small part, save water, use
less electricity, etc. Similar to research
looking at UK and Canada.

17. daily action

18. daily action Chinese
Energy
Foundation Government
Behind the
scenes a
variety of
partnerships,
domestic and
international.
What this simple powerpoint illustration is trying to show is that for many aspects of one’s life, for
example the energy efficient light bulb, there are many partnerships behind the scenes.
Universities, foundations, governments, industry groups are all working together.

19. daily action Then (1960’s,1970’s) Now (2011)
Live the modern
and low carbon
lifestyle.
We can see that there has been a shift in how protecting the environment is framed from earlier
decades when Chinese were encouraged to overcome the British economy. The use of these
singers and actors are parts of efforts for Chinese today to live the low carbon life, often with no
mention of the words climate change.

20. daily action
As part of my research, I asked about 20 different actions based on other research, and I asked
why people did these activities. As this sample shows, there is some divergence in terms of reason,
but generally Habit, protecting the environment and saving money are the main reasons.

21. daily action
Research by
Ogilvy, Ziba
and other
design firms
is interesting
and Source: Ogilvy
important.
Understand
relationship
between
daily life and
Source: Ogilvy
dreams.
My research in part is based on data by Ogilvy and Mather, and one thing that I hope to explore
further is the relationship between the life one wants to live and one’s environmental impact.
Ogilvy’s research also point out that many Chinese grow up living relatively efficient lives, but the
question remains, what kind of life when they grow up. To understand this, its crucial to understand
dreams, but also peer and reference groups.

22. daily action
In contrast to Western
Europe or US, there are
no requests for sending
emaisl to President of
China, but there is
activism and education
efforts taking place;
activism through China Youth Climate Action Network
education.
Friends of Nature low carbon families.

23. lessons + suggestions

24. lessons + suggestions
Propaganda with
celebrities works. Try to
get celebrities to pay for
propaganda.
Here is a propaganda poster I made in
Photoshop of my favorite Chinese actor. I
added the signatures and the slogan of green
transit. Research shows that Government logos
and celebrities help propaganda, but company
logos hurt the efficacy of propaganda.

25. lessons + suggestions
Framework is there, need
the content.
Explore ways of synergizing
between groups that can
produce content and the
propaganda machine
One of the favorite things I’ve discovered
in my research is the Green Brothers,
including their Green Dating video. Right
now propaganda is designed to speak to
all, but it may speak to no one, in part
when it is often animated characters like
fish and birds. Organizations like Green
Brothers can provide content for cash-
strapped propaganda departments that
speak to specific audiences.

26. lessons + suggestions
• Try to incorporate environmental education
questions into high school and college entrance
exams.
Try to get students outside
during class hours more.

27. lessons + suggestions
Addressing climate
change without ever
mentioning the word.
As the above chart demonstrates, in the
United States Republicans increasingly do
not believe climate change is already
happening and Democrats do. Efforts like
that of Zipcar offer perhaps an interesting
model. Founder Robin Chase once opened
a lecture by saying that two people in one
car cuts emissions in half, yet Zipcar
markets itself as “there when you need it,”
no need to buy fuel, pay insurance, etc.
Similarly in China, citizens are now
encouraged to live a low carbon life without
even hearing about climate change.

28. thank you
chris eberhardt
eberharc@newschool.edu