Research On Mainstream Media’s Communication Strategy Of Garbage Classification" Policy

With the rapid development of media,new phenomena such as convergence of news communication and interaction and integration of topics on all media platforms have emerged.New media technology has opened up a new path for the report and dissemination of environmental policies.This paper focus on the "garbage sorting" policy issues of common concern in recent years,choose the action of different categories of garbage in Beijing as a case,making Beijing daily reports as the research sample,using the policy from the theoretical perspective of dissemination and environmental advocates to analysis the characteristics of mainstream media reports of the environmental policy and strategy.Then based on the theoretical analysis,put forward the current problems existing in the mainstream media coverage and path of ascension from the perspective of critical.Mainstream media’s dissemination of garbage classification policy has dual attributes of both policy dissemination and environmental advocacy.Based on this,the introduction part of this paper sorts out the research results of "garbage sorting" from the perspective of mainstream media,policy communication,environmental advocacy and journalism and communication.On the basis of theoretical analysis,the second chapter argues that environmental policy communication in the era of social media is facing the dilemma of "isomerization",which requires mainstream media to actively act and assume responsibilities,and puts forward the function mechanism and links of mainstream media to carry out policy communication and environmental advocacy.The third chapter firstly combed the Beijing daily reported "garbage sorting" policy of three phases,based on this division,this article uses the content analysis method to the Beijing daily newspaper port respectively,social media,and the content of short video platform longitudinal diachronic and lateral Angle of cross-media study,tries to summarize different characteristics of the reports.On the basis of content analysis,the fourth chapter puts forward the main strategies of the "garbage sorting" policy reported by the mainstream media represented by Beijing Daily.The fifth chapter puts forward the problems and countermeasures in Beijing Daily’s garbage classification policy report from a critical perspective.Through research,this paper holds that Beijing Daily integrates and opens up influential new media communication ports,closely combines the content advantages of traditional media and the communication advantages of new media,and jointly completes the reporting process of garbage classification policy.In terms of content characteristics,the topic distribution of Beijing Daily tends to be balanced,highlighting the agenda-setting role of fact report.The news comes from a variety of sources,with the government voice as the leading voice and the elderly and children at the same time.Mainly by the news genre,the depth of policy interpretation increased.In terms of new media port content,mainstream media in social media content presents the characteristics of centralized theme,diversified form,low degree of original content and emphasis on human interest.In the content of short videos,the form is unified,opinion leaders are allowed to advocate on camera,and narrative is fragmented and interesting.From the perspective of reporting strategy,it mainly includes actively constructing the media agenda to influence the policy agenda;To promote multiple consultations through reports and consolidate the legal basis of the policy;Plough deeply to supervise the report,urge the implementation of the classification policy;Rename "garbage classification",give play to the advocacy role of theme information;With the interactivity,visualization and scenario-oriented advantages of new media,policy communication is carried out.Finally,this paper argues that in order to improve the coverage of garbage classification policy,mainstream media should establish a long-term reporting strategy on environmental policy and improve the linkage mechanism with the policy process.To make up for the lack of advocacy role,to clarify the values related to advocacy goals in the report;The design of in-depth interactive reporting forms is giving play to the role of new media in consensus gathering.