Investigation Of The Media Communication Effect Of Government-led Environmental Public Action

With the advancement of modernization and work standardization, China’s environmental issues are increasingly prominent and serious. Environmental protection starts by advertising. Nowadays, growing environmental pollution, high incidence of cancer and frequently environmental emergence make mass media pay attention to environmental protection, such as the supervision and reporting of illegal sewage and illegal exploitation. Mass media show active and positive attitude to the issues, and occur a media mode of "pollution first, media exposure second and governance last".But different from such kinds of reports, media seems disinterest in government-led environmental public action, like garbage classification, plastic limit order and so on. They lack analyses and opinions for the action. Meantime, public also have neutral attitudes for the action.The study has selected 212 reports on garbage classification issues from four Nanjing newspapers as research sample to propose problems by using content analysis and summing up media’s attitude for these issues. Also 180 questionnaires have been distributed in three communities to investigate the media effect of garbage classification. Finally, through the analysis of above research results, the thesis proposes suggestions to improve the media about such issues report strategy and method, in order to achieve better communication effect.