Problems And Countermeasures Of The Mass Media In Dissemination Of Green Culture

At present, China’s ecological and environmental problems exacerbated by exposure to the lack of dissemination of green culture, this deficiency reflects the constraints suffered by the media. This paper is base on theories and basic principles of journalism and mass communication, system demonstration and research to the problems and countermeasures of the mass media in the Green Culture Communication. First, introduced the concept of green culture and the spread of green culture and the need for green cultural transmission are discussed, then the responsibility of the Green function and role of cultural transmission and the media should play in the Green Culture Communication conducted in-depth summarized. Second, the mass media in the process of green culture spread by factors both inside and outside constraints. Internal constraints are:lack of media awareness of green culture, and communication ability of the green culture, green culture in the media discourse of public expression gap. Summed external obstacles are mainly:medium green cultural transmission is a shortage of funds, the public is plain green cultural awareness of local rights of manipulation of the green media and cultural dissemination. According to the constraints of this internal and external factors, the end of this article put forward corresponding countermeasures:First, to cultivate a green corporate culture of the mass media sector. Second, the media and the NGO must be alliance. Third, the mass media must lead public opinion and public participation.Forth, the media should promote government policy formulation to improve laws and regulations. Make these countermeasures to look forward to further deepening of the future spread of green culture to expand the study to do some basic.