| The frequent occurrence of environmental crisis has aroused public concern about environmental issues.As a hard core of environmental communication,the international environmental non-governmental organizations use micro-blogs to disseminate information about environment.In the process of micro-blogging communication,the flow of information determines the influence of information and social construction.When facing diverse environmental risks,how can international environmental non-governmental organizations use micro-blogs to disseminate environmental information scientifically and effectively,stimulating attention and sharing of micro-blogging users and transmit deep implications by constructing specific environmental issues have made a profound impact on enhancing "social visibility" of international environmental non-governmental organization and affecting the public environmental awareness.In this thesis,quantitative and qualitative research methods are used to study the micro-blogging communication of international environmental non-governmental organizations.Firstly,the thesis gets 478 micro-blogs by stratified sampling from World Wide Fund for Nature,Green Peace and The Nature Conservancy.After coding and analyzing,statistical methods such as One-Way ANOVA、T-Test and Bivariate Correlation are used to demonstrate that there are many factors which influence micro-blogging users behaviors.Secondly,the thesis uses text analysis to study the cases of “Coastal wetlands”,“Pangolin protection” etc.in order to analyze how international environmental non-governmental organizations use environmental discourse and visual images to expound deep connotation behind the micro-blogging texts.Finally,based on the results of quantitative and qualitative analysis,the thesis puts forward the micro-blogging communication strategies of international environmental non-governmental organizations.The results found that the theme of micro-blog、release time、whether to use audio and video as well as the number of pictures and topic tags of micro-blogging can make an impact on micro-blogging users from a behavioral level.In addition,the international environmental non-governmental organization use discourse rhetoric and visual rhetoric to write confrontational discourse in the green public sphere so as to construct the public view of the environment from a conscious level.Based on the above conclusions,the thesis puts forward the micro-blogging communication strategies of international environmental non-governmental organizations: 1.The theme of micro-blogging communication should mainly on advocacy;2.Planning release time of micro-blogging reasonably;3.Increasing the usage frequency of audio and video about environmental information;4.Focusing on propagation effect of opinion leaders;5.Optimizing pictures quality;6.Setting short-term hot topic tags;7.Using the combination of discourse rhetoric and visual rhetoric to write micro-blogging environment text.In summary,international environmental non-governmental organizations using micro-blogging to communicate and interact with the public can make the dissemination of environmental information more efficient and better to build a green awareness of the citizens so as to intensify the practical ways of micro-blogging communication for international environmental non-governmental organizations. |
