Resesreh On The Environmental Protection Channel Of Sina

The seriousness of environmental problems, the urgency to solve the problem of environment, people's focus on environmental issues and the country Attaches great importance to environmental protection, these provides a context for the media environment news communication. The spread of the media environment has its inevitability. Environmental communication plays multiple functions such as meeting the consumer's demands for the environmental information, popularizing knowledge of environmental protection, propagating green living concept, guiding the public opinion and environmental monitoring. After the rise of the Internet, the network media have played a more and more important role in environmental communication.Comprehensive portal websites have huge number of users, whose green channel serve as important fronts for the spread of the network environmental information and important platform for developing environmental protection consciousness of audience.As one of the most influential comprehensive portal websites in China, Sina has the important status in the network media, It's green channel is also the earliest founded green channel of comprehensive portal websites. This paper which based on public opinion and public space theory, analyze the channel's environmental communicational characteristics, effect and influence, discuss the experience and shortage, in order to provide beneficial reference for other network media and all the environmental media.The news columns of Sina's green channel has distinct characteristics in selected topic and the form of information: the Information theme is extensive, coverage focuses on Ecological crisis and environmental pollution; News sources is given priority to with the mainstream media, Since the mining reported a small proportion reported a small proportion;Reported no obvious tendency, focusing on the neutral report;Report form is diverse, give priority to news, reviews, in-depth reporting and other genre; Language is easy to understand and with strong readability;Spreading effect level mostly spread in cognitive level.Features coexist the advantages and disadvantages:Good at making hot topics activities, but lack of attention of major emergency environmental accidents;Project layout of harmony, but lack of overall packing column;Information rich configuration, pay attention to the combination of content development, and implements the effective integration of multimedia;Meets the requirements of diverse audience, and implemented by the agenda of the bidirectional interaction. Characteristic activity program:Micro interviews provide environmental issues of public discourse space;Self-help activities columns provide environmental protection participating platform for the public;low participation,executive force is insufficient.This paper summarized from the above analysis of each column that the transmission characteristics is significant which can provide reference for other media transmission of environment.Aiming at the information dissemination of green channel's lacking of focus on major emergency environmental accidents, mostly are the regular reports, insufficient depth of excavation, lacking of overall packing,these three key problems,this paper suggests the targeted optimization.Specific measures include strengthening the features of abrupt environment affairs reporting,Increase activity topic column's Environmental topics; Strengthen in-depth reporting, supervision by public opinion and guide,Lay the environment reflection tone, increase environmental knowledge dissemination, shaping the public environmental awareness;Follow the principle of diversity and unity of the visual identification theory, improving the total channel figure.