| In the 1990 s,the domestic academic circles began the research on social mobilization.Scholars attached importance to the function of the media and believed that the mass media could construct issues,obtain group recognition and form positive public opinion conducive to social movements.The media promoted social issues into the public’s vision,so the public paid attention to the events and took actions.It is an important branch of social resources mobilization.Analyzing news reports as a specific discourse or text is a research orientation that has gradually developed since the 1980 s and is still advancing.Media mobilization is inseparable from discourse.Media mobilization is a process of obtaining more social resources and achieving mobilization effect through the expression of discourse.It constructs social identity through rationalized mobilization means.Bakhtin regards discourse as "a form of application in a specific environment",and Foucault believes that "discourse is a network of meaning,symbols and rhetoric".Ecological civilization report runs through the whole process and all aspects of social life.It reflects the state of social civilization and progress through the carrier of media.Discourse analysis of ecological civilization report is helpful to understand the mobilization mechanism of media and how to obtain social resources and achieve mobilization effect through discourse expression.From the perspective of media mobilization theory,this paper summarizes the characteristics of media discourse package,frame device and reasoning device in the practice of people’s Daily’s ecological civilization reporting in China from the four dimensions of policy mobilization,consensus mobilization,emotion mobilization and knowledge mobilization,based on the "interpretation package" discourse analysis method proposed by ganmson and others.Select the reports of the people’s daily on the construction of ecological civilization from 2017 to 2020 as a case to analyze,explore the communication methods,strategies and skills of the people’s daily in the report of ecological civilization,summarize the effective discourse strategies of the mainstream media in strengthening and promoting the construction of ecological civilization,promote the implementation of relevant policies,and improve the media mobilization ability and public opinion guidance ability of the mainstream media. |
