The Study On The Media Construction And Mobilization Of Garbage Classification

Despite some contradictions and objections on garbage classification in Shanghai,garbage classification has become a consensus among the government,environmental organizations and the majority of the public,which can be classified as a consensus movement.As an important part of the whole social construction,media play role in every link of the garbage classification policy,and they are also important force to mobilize the public.Therefore,understanding the role of media in the agenda building of garbage classification in Shanghai and the public's consensus mobilization can provide experience for the subsequent promotion of garbage classification in China.provide experience for the subsequent media participation in the promotion of garbage classification nationwide.This study takes The Paper's news practice contents about garbage classification as the analysis object,with the help of consensus mobilization theory and generic news frames theory,combining interviews with members of the media and the public and questionnaire survey of the public,to explore how mass media as the subject of construction behave in agenda building and consensus mobilization on garbage classification.The research finds that in the specific media construction,the routine news reports of The Paper deviated from the impartiality of news due to the excessive reliance on official sources,and it neglects systematic inquiry into structural problems of garbage classification due to the emphasis on "episodic framing" rather than "thematic framing".All these will influence the media to construct the relevance between the public and environmental issues,and then affect the effectiveness of the public's actions.However,expect for fragmented routine news reports,The Paper also have multiple columns of pluralistic contents which study problems and present information from the perspective of thoughts and theories.These contents constitute the main contents of the three levels of media consensus mobilization path: In terms of the consensus building,the characteristic columns of The Paper connect the explanatory framework of individuals and social movement organizations through frame bridging--dialogues and exchanges,frame amplification--opinion leading and frame extension--topic link;In terms of the consensus mobilization,The Paper adopt three persuasive communication strategies,namely,the de-theorization of unfamiliar environmental protection knowledge,the appeal of fear to arouse crisis awareness,and the appeal of emotion combined with the appeal of rationality;In terms of the consensus ascension,The Paper play a role in the dissemination of typical experience,the cultivation of environmental protection consciousness,the cultivation of civic consciousness and the spirit of community autonomy.The three levels of the consensus mobilization can not only provide specific operation and experience reference for other media,but also give higher attention to the garbage classification issues,so as to enhance the public's attention to it.In terms of effect analysis,word frequency statistics reveal five characteristics of garbage classification in Shanghai:there are some practical problems in the implementation process of garbage classification;the public appeal for visual and digital contents about the content of the presentation mode;the public have high emotional recognition of garbage classification;the public pay attention to the enhancement of environmental awareness;community scene effect is strong.The questionnaire survey found that under the influence of the media,"the public's cognition of garbage classification purpose is diversified and profound",but there is also a shortage of "insufficient transformation of cognitive construction into behavior mobilization",and it also found that "compared with online behaviors,the public are more willing to participate in offline behaviors".Based on The Paper's experience and shortcomings in the practice of garbage classification,this paper provides six Suggestions for the media to pay attention to and report on garbage classification.First,reduce the reliance on unnecessary official sources and the use of standard plot models,replace the integration of fragmented information with systematic thinking,and think about the diachronic,holistic and structural problems reflected in garbage issues.Second,continue to focus on garbage classification and promote the construction of environmental issues in the public domain.Third,actively seek the cooperation and help of professional resources.Fourth,media should do a good job in safeguarding public interests and make some supervisory and investigative reports.Fifth,media should present as many voices as possible,and move from pursuing of “uniformity of public opinion” to seeking common ground while shelving differences.Sixth,the media should lead the public and producers to reflect on the equality of responsibility between consumption culture and consumption chain.