On The Strageies And Effectiveness Of Medium Mobilizationg In The Environmental Movement Under Internet Age

Protection activities of Erhai are very typical.This kind of environental problems caused by economy development are very common.They posess the following features: pollution problem arising slowly,mainly depend on government to deal with them,time-consuming and so on.This study mainly adopts case study method,which mainly studies the roles played by media in this kind of environmental activities,showing the mechanism of medium in this kind of activity.This study believes that two kinds of medium play important roles in the activity of Erhai protection.While new medium mainly apply concerning sensitive problems in solving environmental problem to provide a free discussion space for the pubic.In the discussion process,the public construct a “the other” image in causing environmental problem to provide a concrete object in environmental protection.So that the medium can mobilize the public to protect environment.The first is authoritative official medium,and the other is new medium which is based on Internet.Traditional medium mainly depend on long,massive reports on environmental problems to deepen the connotation of environmental topic.Meanwhile traditional medium also adopt frame strategy to add experiential reliability,measurability in experience,dependability in narrativity.Traditional medium apply this kind of method to create individuals who accept environmental idea and create common idea in publicIn the process of realizing environmental protection discourse and environmental protection activities,medium mobilization plays an important role.However,the effects of medium mobilization is also limited.On the one hand,the features of medium soften their mobilization effects.On the other hand,under the context of “stong county,weak society”,medium mobilization effects are limited.