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Assistant Professor Dr Eun Hee Lee 

University of Nottingham, Malaysia

#CarbonNeutrality: Using social media to enhance environmental attitudes
Dr Eun Hee Lee is an assistant professor at the University of Nottingham Malaysia. She will be a plenary speaker at MAPSA 2023.

Speaker Profile

Dr Eun Hee Lee obtained her BSc Psychology and MSc Cognitive and Decision Sciences from University College London (UCL), United Kingdom 2010. After finishing her MSc degree, she pursued her PhD in University of Cambridge, United Kingdom, on the topic of Social Cognition, investigating the relationship between social power and perception of the physical environment. She finished her PhD in 2015 and joined a large interdisciplinary project funded by the government of Singapore (Ministry of National Development), exploring various psychological metrics associated with underground workspaces, as a deputy of Social Cluster/ Research Fellow at Nanyang Technological University, Singapore. From June to October 2019, she worked with Korea Development Institute School of Public Policy and Management, South Korea, on the project 'Public Value Co-Creation in Open Government Data at the Local Level', specifically looking at the topic of Disinformation. Her current research interests are sustainability and livability, in which various psychosocial factors that are linked with physical (built environment, climate change) and digital environments (new media) are examined. She is also the representative of Malaysia in Asian Society for Architecture and Psychology. 

Abstract

In today's digital era, social media has become a valuable platform for various groups who want to communicate messages about climate change. We conducted an experiment to see how participating in a TikTok challenge that promotes carbon neutrality affects the attitudes of young people towards the environment. The results showed that taking part in the TikTok challenge actually improves how individuals perceive environmental issues. We discussed the effects of the TikTok challenge based on a theory called self-perception theory, which was proposed by Bem in 1972. This theory helps explain how our actions can shape our attitudes and beliefs. Our study contributes to understanding how using social media platforms like TikTok can be a new way to encourage climate action. It also highlights the importance of people perceiving support from the government when it comes to taking action on climate change. 

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