Mobilization Mechanism Of Environmental Campaign In New Media Environment

Environmental movements happened frequently in the transformation period of society."Schuan Shifang E/ent" fallen into environmental movement, part of new social movement, which was embedded with unique features because of the new social media atmosphere. Consequently, mobilization of "Schuan Siifang B/ent" differed with that of traditional movements.The accessibility of social media has connected the online and offline communication, which significantly promoted interaction between online mobilization and offline action. A new mechanism of mobilization came out with the development of social media. The development of environmental movements not only aroused the awareness of environmental protection of Chinese citizen, but also helped establish a public space on social media platform. Participatory democracy was improved in the engaging process of environmental movements theoretically and practically. Importantly, Green Fbliticsis expected to be inevitable strength which will transform Chinese political democracy process.