Research On Environmental NGO Mobilization Based On Micro-blog Platform

In recent years, the issue of environmental protection has been frequently mentioned, which can be shown from various environmental events as well as from environmental protection actions. As a result, environmental NGOs have gained more and more public attention, which are concerned about environmental issues, promoting environmental protection measures and initiating environmental protection actions with an increasing vitality in the environmental field. The settlement of environmental NGOs in micro blogging and other social media not only expands their channels of communication and their mobilization platform, but also enriches the discussion of social issues in public network space, and what’s more, exerts a positive effect on promoting green discourse space in the field of social public area. Action mobilization based on micro blogging platform has brought new experience for environmental NGO propagation in new media Ecology.Based on the text analysis of the international environmental organization "Greenpeace" on Sina Weibo, this paper is trying to explore how environmental NGOs use micro blogging to mobilize environmental protection measures by the comparative analysis of two environmental protection actions. The author attempts to analyze the accounting factors of the strategy selection of environmental NGO on micro blogging platform and the features and forms of environmental NGO micro blogging mobilization, thus outlining the discourse mobilization of environmental NGO by means of social media in China and coming to the conclusion about what influence of micro blogging has on the initiation of environmental protection actions by environmental NGOs, especially about the breakthroughs and difficulties at current stage. The reason of choosing "Greenpeace" as the research object is that this organization boasts a wide scope of activities with obvious acting style and huge impact.Aside from the introduction part, this article will discuss in five chapters, following the research idea that starts from "face" to "point" and finally returns to the "face". The first chapter is the foreshadowing part, the purpose of which is to form a comprehensive understanding of the research object. In this part, the general information of "green peace" was introduced, mainly about its organization profiles, the working patterns and the usage of social media, highlighting the communication and action initiating situation on Sina Weibo.The second and third part of the thesis are case studies, through the "haze governance" and "guardian of the Arctic" launched by the "Green Peace" this two chapters proceed to analyze how environmental NGO use micro blogging to mobilize environmental protection actions in terms of discourse, rhetoric, the propagation path, as well as the story framework. Due to the different features of these two cases, the "Greenpeace" micro blogging has taken completely two different strategies——a mild style for the former one to achieve the purpose of public education and literacy by means of a steadily proceeding method, while for the latter one it adopted a radical style of mobilization in which the public pressure had been given to full display through emotion provoking as well as the construction of the whole story. Through the analysis and comparison of the two issues, the author found that "Greenpeace" is good at mobilization implementation based on the characteristics of the action itself under the premise of self-protection.The fourth chapter is mainly on the attribution comparison of the two actions from three perspectives. Firstly, the author compares the different strategies of the two actions adopted by environmental NGOs in terms of strategy and style, text selection, and the narrative frame——choosing mild or aggressive mobilization style, focusing on image or words in text selection, and selecting complete or fragmented story framework is the major mobilization strategy of environmental NGOs at the moment. In addition, the author also investigates the causes for different strategies in different actions in terms of the legitimacy and appropriateness of mobilization body, micro blogging propagation path and the environmental protection actions, outlining the features of environmental NGO micro blogging mobilization under such circumstance.The fifth part of the paper focuses on the impact of micro blogging on environmental NGOs launching actions. Micro blogging provides environmental NGO mobilizing with space for discussion constructs identity and classify environmental protection actions into national cognitive framework. Compared with traditional mobilization strategy, the biggest breakthrough in micro blogging is that mobilizing would be no longer totally dependent on the mass media, but changes from the "media strategy" to "action strategies", and would be more pluralistic in the practice and production of discourse space. Finally, the author put forwards in-depth thoughts about the plight faced by NGO micro blogging mobilization, thinking that the current predicaments can be mainly attributed to the broad micro blogging environment and to the environmental NGO itself due to the declining micro blogging and the lack of independence and "single-handedness " of environmental NGO micro blogging mobilization, which would have a restraining effect on mobilization.