Research On The Construction Of Multi-cooperative Production Mechanism For Environmental Public Service Advertisements

As China further promotes the construction of ecological civilization,environmental pollution has been controlled to a certain extent,and the ecological environment is continuing to improve.But the task of building a beautiful China is still arduous,and environmental protection has a long way to go.Environmental public service advertisements play an irreplaceable and important role in environmental protection and ecological civilization construction.Therefore,it is necessary to conduct in-depth and systematic research on the production mechanism of environmental service advertisements in China.Compared with developed countries in Europe and America,China's environmental public service advertisements started late,but it developed rapidly,and achieved remarkable development results in a relatively short period of time.However,the overall level of environmental public service advertisements in China is not very high,or can not meet the requirements of the era of building a beautiful China.This paper adopts the literature research method,questionnaire survey method,in-depth interview method and case analysis method.Based on China's national conditions and the characteristics of each participant,it conducts a systematic study on the construction of multiple collaborative production mechanisms for environmental public service advertisements in China.The author first analyzes the development context of environmental public service advertisements in China,and discusses in depth the driving forces that promote the development and transformation of the role of the government,the transformation of economic development methods,the strengthening of media-oriented functions,and the awakening of the public's environmental awareness;Further analysis is based on the transformation of major social conflicts of new changes and challenges in the production of environmentally friendly public service advertisements in China under the new media communication environment;Then,from the three dimensions of organizational management system,communicator system and participant system to government departments,media agencies,social organizations,enterprises and individual audiences,etc.The five major environmental public service advertisements production entities and their relationships have been thoroughly studied,exploring the relationship imbalance among production entities;Finally,the environmental public service advertisements multi-collaborative cooperative production mechanism reconstruction concept is proposed,supplemented by implementation strategies,including scientifically and rationally arrange production modules with different characteristics,building collaborative function platforms to share superior resources,using emotional production to promote the coordinated development of multiple subjects,improving the communication effect evaluation system tostrengthen the comprehensive supervision force,and other specific countermeasures,so as to promote the participation of various participants interconnected in environmental public service ad production process and exchange,to maximize their own advantages and work together to promote environmentally sustainable development of public service advertisements.There are many important links in the construction of multiple collaboration mechanisms for environmental public service advertisements,which involve complex interest adjustment and balance work and require the necessary timing and conditions.Therefore,the construction of a multiple collaborative production mechanism for environmental public service advertisements is not an overnight matter.And it requires the government to play a leading role.At the same time,the internal motivation of the multi-stakeholders should be stimulated.It is often unremitting and long-term work to achieve this goal.