Research On The Mode Of Environmental Protection INGO In China

Promoted by the development of modern society, the public sphere became thenew darling of the media and public opinion. Meanwhile, in the public domain onbehalf of non-governmental, non-profit social organization began to emerge. Beganfrom the research of the World Wide Fund for Nature (WWF) spread in theenvironmental field, my thesis avoided to making the mass media as a research object,the body as a communication society organizations, research in this NGO influencein the public domain, thereby pushing and industry associations, community socialorganizations, foundations, social enterprises and other social organizations ingeneral, learn to derive an alternative mode of transmission.From the start of the evaluation of the classical5W mode, I create a new5W model asa framework for the article, the main line is the agenda setting theory, draw a WWFmode of transmission in the country. The paper supported by resource dependencetheory, symbiosis main theories of social organization and management theory ofcivil society,"Government Failure" and "Market Failure" and other economic theory,as well as Agenda Setting, Understanding the Media dissemination of results, ActiveAudience and other related theories and strategies using SWOT analysis model to dealwith the crisis, such as Foley spirit gram formula as theoretical studies foundation.The research found that as an international non-governmental environmentalprotection organization in the world renowned, WWF showed in the communicationprocess extremely professional and Science. From the spread strategy and motivationto see, WWF has a distinct motivation and spread in the dissemination scientificcommunication strategy. From the dissemination of content view, the public sphere isnot a separate social organizations spread, but in the common concepts andaspirations, driven by the formation of resource dependency, as the spread of commonsubjects. From the communication content point of view, in the environmental field,WWF set the agenda set by the four issues on two levels, telling people what to doand tell people how to do, to the spread of multi-level effects. From the media to see,WWF With all the media can make use of the carrier, and special attention to relationswith the mass media, and the use of new media. From watching the spread of objectorientation, WWF dissemination process avoids the " public " to set up the targetaudience, but in the audience to fully understand the basis for the establishment ofspecific and clear target audience in order to improve the dissemination of results.From the dissemination of results to see, WWF spread achieved good results, but alsofor the dissemination of results of scientific assessment, but for ’ Earth Hour ’ did notappear in public to make the right response to the crisis.