Research On The Communication Strategy Of Refuse Classification Issue On WeChat Public Platform

With the rapid development of China’s economy and the acceleration of the process of industrialization and urbanization,the surge of household refuse,industrial waste,construction waste and medical equipment waste has brought tremendous pressure on the environment.The phenomenon of refuse siege has become increasingly prominent,and the refuse classification is imminent.Promoting refuse classification is conducive to the rational use of resources,the protection of the natural ecological environment,and the improvement of the urban and rural environment.Promoting waste classification is a necessary that accelerate the construction of a resource-saving and environment-friendly society,improve the quality of new urbanization and the level of ecological civilization.The "Shanghai Municipality’s Regulations on the Management of Household refuse",which was officially implemented on July 1,2019,brings the classification of household refuse into the era of,Refuse sorting has become a hot topic entering people’s live and has become the focus of enthusiastic attention of the media,and the amount of related topics has risen linearly.Most of the research on the topic of refuse classification focuses on environmental protection.However,the lack of public refuse classification awareness and long-term habit formation have become one of the important factors hindering the refuse classification.From the perspective of communication studies,how to provide theoretical references and ideological interventions for green practitioners from a speculative level has become an urgent task.As the most fashionable new media platform,We Chat public platform is an important channel for the dissemination of refuse classification issues.This article guided by Cultivation Theory,Persuasion Communication Theory,Agenda-setting theory,comprehensively analyzes the status of the issue of refuse classification on the We Chat public platform,also discusses the dissemination characteristics of refuse classification issues from the perspective of the dissemination trend of refuse classification issues,information presentation methods.Chapter 1,Introduction.This paper describes the research background,research significance,research status at home and abroad,research methods and ideas,difficulties and innovations,and theoretical basis.Chapter 2,Research on the dissemination of refuse classification issues in wechat public platform.Define the concept of refuse classification and wechat work platform.This article uses the statistical analysis method,case study method,content analysis method and questionnaire survey method,comprehensively analyzes the status of the issue of refuse classification on the We Chat public platform.Chapter 3,The dissemination characteristics of refuse classification issues in wechat public platform.This paper discusses the dissemination characteristics of refuse classification issues from the perspectives of dissemination trend,information presentation and public perception of rsfuse classification issues.Chapter 4,Problems in the dissemination of refuse classification issues in wechat public platform.From the three aspects of subject,content and audience,this paper summarizes and expounds the problems faced by the issue of refuse classification in wechat public platform communication,such as "unclear subject positioning","low enthusiasm of subject","homogenization of content","flooding of light green content","lack of technical presentation","low initiative of audience" and "no obvious effect of audience acceptance".Chapter 5,Research on the communication strategy of refuse classification in wechat public platform.From the three angles of communication subject,this article points out that government-type We Chat public accounts should apply persuasive propagation skills,and the media also should provide a healthy "public opinion field" for the refuse classification,the content of communication should enhance the depth and interest of the issue of refuse classification and improve the quality of propagation,enhance interaction with the audience and adjust the focus of propagation based on audience feedback to improve the propagation.