A Study Of Waste Classification Knowledge Diffusion On Wechat Public Platform

Municipal domestic waste is increasingly a threatening social problem in China.Besides a large quantity of overall amount of municipal waste,China has an impressive waste production rate.In the aim of promoting waste classification among public,National Development and Reform Commission and Ministry of Education issued two policies,which are Implementation Plan on Domestic Waste Classfication System and Notice on Promoting Domestic Waste Classfication Management in Schools,between 2017 and 2018 respectively.However,these efforts blocked by low environmental awareness and insufficient knowledge regarding waste classification in societies.Based on the educational function of communication media,as well as the feature of WeChat public platform that it assembles main information provider on the topic of waste classification nowadays,this thesis aims to study the dissemination of waste classification knowledge on the WeChat public platform.This study will examine whether waste classification knowledge was spread comprehensively by various information providers,and it provokes innovative methods on propagating environmental knowledge via digital media platform.Research methods such as statistical analysis,case study and content analysis were employed in achieving the research purpose.It first introduced environmental related communication theory,the communication feature of WeChat media and the current situation of waste classification diffusion on WeChat public platform,and stated that WeChat media is the second largest media on spreading message of waste classification,with around 38.85% news on waste classification spread through WeChat.Then it researched specific public accounts and high rated articles on waste classification,and discussed differences and similarities,advantages and weakness,operational strategy and content arrangement,among various information provider(government,environmental enterprises,traditional media,individuals,and nongovernment organizations)in the context of WeChat media.This study found that government and environmental enterprises were the strongest information provider in disseminating waste classification knowledge,and the public showed active interest in topics related with waste classification.However,disadvantages e.g.lack of enough articles,limited orginal contents,and absence of traditional media,obstructed the dissemination effect of waste classification knowledge.The thesis put forward suggestions(rising original articles,calling participation of traditional media,increasing spread volume etc.)to optimize waste classification diffusion on WeChat media aims to disseminate waste classification knowledge effectively.