A Research On Environmental Communication Of Chinese Countryside

With the rapid and continual speed of urbanization , economic development and population growth, the environmental situation of countryside is still quite severe in China at present. As the center of issue , the environmental pollution in the city is still worsen. More than that ,it has gradually spread to rural areas now.In some areas, the ecological relationship had become one the the most major issues of economic and social development of the society.Compared to more than 30 years'pollution control in industrial and urban area, the restricting of rural environment environmental has become the shortcomings.The mass media, as the communication bridge among the three major driving force protection-the government , the public and the experts, is playing a decisive role in the dissemination of environmental knowledge, environmental protection concepts. The truth shows that the quality of the rural environment reports will directly affect the rural environment protection. In the face of the current problems of environmental degradation in rural areas, the mass media must strengthen the spread of state environmental protection .Then it is the fundamental solution to highten the environmental awareness of the new rural audiences.Environmental communication is the dissemination of environmental information. After more than 40 years , based on fully absorbing and learning from foreign countries in environmental reporting ,the rural development of environmental communication in China has made great achievements.The content of environmental reporting is more and more abundant, the communication forms is getting multiple, and the public awareness of environmental protection has greatly enhanced now.Besides, the interactive space between the government, the media and the public is forming and continuing to strengthen.A gainst the current Conditions of country and the Outstanding problems in rural environmental reporting: the narrow subjects, the lack of depth and continuity; the improper reporting mode , ignoring humane care; lack of participation, public environmental awareness remains weak and thin; economic supremacy, the conflict of interest of media and local interest. With the Significant role of mass media,we must strengthen the function of rural environmental protection and cultural promotion, supervision and public opinion in the rural environment, and guide environmental education in rural areas, building communication platform for rural environmental protection.In the end, under the direction of Lasswell's model ,we got a depth analysis of the basic process of rural environmental protection element in the process of communication:Control analysis, content analysis, media analysis, audience analysis, and results analysis.From constructing a professional organization, fit the requirements of audience , insure the sustained spreadto highten the media literacy education of audience,finally we can promote the social Sustainable Development of China.