Research On The Communicating And Governance Of Environmental Protection Department Micro-blog Communication

In February 28th,2015, the reporter Jing Chai, who has been left CCTV for a full year, returns to the public with her new investigative documentary "Under the Dome" at her own expense. The documentary tells us a story of personal matters between a mother with haze. By the end of March 2nd, the total circulation of "Under the Dome" in streaming video sites has exceeded 200 million times. "PM2.5" and "haze" were pushed to each of us, along with it, the environmental issue become a fashionable topic. When the demands for environment are increasing and the pressure to improve the quality of the environment is growing, what should the micro-blog of Environmental Protection Department do?As a new channel of communication between government and public, the micro-blog of Environmental Protection Department has triggered a political formation at the level of communication individuals, namely, "political communication" and "opinion democracy", when it communicate with people or loosely small groups of. A few micro-blog of Environmental Protection Department already have strong ability of propagation and communication, however, the current state of them is still uneven. In the existing communication model, they are unable to stimulate the popular engagement and the participation of environmental NGOs effectively. What are the communication dilemmas of the micro-blog of Environmental government in daily and abnormal situations? How do they get out of the dilemma? Could the theory of "good governance" provide an effective perspective in changing the communication model?To solve those problems, firstly, this thesis analyses the dissemination of micro-blog of Environmental Protection Department in daily and abnormal situations. Then we proposed three existing communication models:government propaganda model, science communication model and the risk model. In addition, the study discusses the dilemma of the micro-blog of Environmental Protection Department in detail. Based on the existing dilemma, the study introduces the theory of "good governance" into the communication practice, focusing on the problem of how to get out of the existing difficulties and what role the micro-blog of Environmental Protection Department should play. Based on this, the thesis made an exploration and analysis on the construction of multi-subject cooperative communication model. This model can re-establish connection among the public, the company, the media and environmental NGOs. Finally, the thesis proposed some countermeasures and suggestions for how to build the multi-subject cooperative communication model, in which the government plays as a leading role. With the interaction, coordination and cooperation between each subject, we hope to promote the communication practice of Environmental Protection Department.