Strategy Research On Environmental Transmission And Social Mobilization Under Of Media Activism

With the advent of industrial civilization,natural resources were taken up and looted.In exchange for economic development,mankind has caused a series of irreversible environmental problems.However,the once polluted natural environment directly threatens the survival and development of human beings,which forces mankind to rethink the significance of nature for human beings,and the environmental issues return to public view.Last century,the western countries of the 1950 s and 1960 s,social movement entered the Communication field,through the change of social power that full penetration in the social media,for the mobilization and dissemination of social movement,which had formed the media activism.In case of the media activism,environmental dissemination has been endowed with the power of green democracy because of its consensual and social value,which is treated as a weapon of social mobilization.Under this social background,the International Foundation for Protection released the multi-language version of the PSAs---"Nature is speaking" in order to carry out environmental protection worldwide and initiate social environmental mobilization.In this research,taking the Chinese version of PSAs---“Nature is speaking” as a sample,to discuss how the media promotes the spread of environmental issues and how to use the media for environmental mobilization,which could provide certain reference and enlightenment for the media communication and mobilization of environmental protection social movement in China.Based on the view of media activism,the main content of this paper includes three parts: text,communication and mobilization of the PSAs---"Nature is speaking".The first part analyzes the advertisement how to express environmental protection issues to the public,the advertisement expression utilizes images rendering,the view of first person,anthropomorphic,celebrity endorsement,fighting words,local language and other forms to carry out the construction of the content,hereby to try to publicize the concept of environmental protection from the public in different perspectives,or to strive for public recognition.Article in the second part analyzes the advertisement how to make use of the official website and micro platforms and other media to promote the spread of environmental issues,namely,by using media strategy,releasing strategy,and constructing a three-dimensional transmission network to achieve online and offline integration to promote the advertisement to the public.Through the content analysis of the comments on social media platforms,the third part of the article collects the effect of social environmental protection mobilization,which summarizes and analyzes the interactive effect of the public,and get the environmental protection mobilization from the film on the three levers---public cognition,emotion and action.Finally the article uses a chapter to comb and summarize the experiences and deficiency of the PSAs "Nature is speaking",especially for the deficiency,which proposes that the lack of mainstream media causes a lack of breadth of spreading and the lack of organizational mobilization results in insufficient conversion of actions.Through the research,in the first place,it has been found that in the transmission of PSAs of environmental protection issues,emotional appeals are more than rational appeals,firstly the advertisement need to establish feelings with the public,produce environmental common consensus so as to cause the concerted mobilization in the later stage.At the same time,with the help of local stars and local languages,it can effectively shorten the distance from the public and enhance the communication effect.The second is the environmental movement do need to use the power of the medium for communication and mobilization,the spread of environmental image can take advantage of the network platform as the transmission channel,using the scientific distribution to cause the continuous attention of the public,realizing the online& off line directly involved in the combination of guiding the public;Thirdly,in the social mobilization stage,the mobilization effect is divided into three levels: cognition,emotion and action,which means the transmission of the public awareness of environmental protection concept;arousing the public's sympathy in the emotion,promoting the public to interact with the environmental protection issue;the transformation of environmental protection behavior in action to realize the social environmental mobilization of media.