Farmers, traditionally focused on agriculture, are finding a unique way to engage in conversations about climate change through TikTok
Researchers at Penn State discovered that TikTok can elicit emotional empathy from viewers of farmer’s climate change-related videos. However, cognitive empathy, involving critical thinking, remains a challenge.
Empathy in the age of TikTok
TikTok provides a platform for farmers to connect with consumers who seek transparency in the agri-food system, fostering understanding and support for climate change mitigation efforts.
Empathy between farmers and consumers can lead to innovation, increased food security, and adoption of sustainable farming practices, breaking down artificial societal divides.
The potential of social media for climate conversations
Farmers on TikTok use humour and authenticity to initiate conversations about climate change, paving the way for empathetic discussions and shared knowledge.
In a recent study, Penn State researchers delved into the unique connection between farmers and climate change discussions on TikTok. While emotional empathy was commonly observed among viewers of farmer-generated climate change content, cognitive empathy, involving thoughtful engagement, was less prevalent.
Farmers increasingly use social media platforms like TikTok to bridge the gap between them and consumers eager for transparency in the agri-food system. The rise of this trend highlights an opportunity for farmers to directly engage with citizens, much like policymakers, media, scientists, and activists have been doing.
Empathy: A bridge between farmers and consumers
The study found that creating engaging and entertaining content on TikTok quickly garners more attention than platforms like YouTube or Instagram, where aesthetics and pleasing visuals are more valued. Farmers’ straightforward arguments, presented with playful and humorous tones, allow conversations and even ideas to take place with less tension.
While TikTok proved effective in generating emotional empathy, the researchers suggest future studies could explore strategies to foster cognitive empathy. TikTok’s unique role in engaging audiences in climate change discussions and the changing nature of heart in a digital society mark a promising path forward.
