中国城市“四类低碳人”的媒体传播策略研究

Research on Media Strategy of Four Urban Low Carbon Chinese

城市公众是媒体传播的主要受众之一,也是应对全球气候变化、推动我国低碳发展的主体。信息传播的实际价值和现实意义就在于它能为受众所接收,所认可,所使用。为了更加清楚地把握受众需求,本文在我国城市公众低碳意识调查及行为调查数据的基础上,依据城市公众的"低碳概念认知"、"低碳政策认知"、"低碳付费意愿"、"低碳行为表现"四项指标,对我国城市公众进行分类,区分出了我国城市公众在低碳认知和行为上的四种类型及其基本特征,并结合四类低碳人及其特征,在相关传播学理论的基础上提出了具有针对性的媒体传播策略。

Urban public is one of the main audiences of media, and as well as the main body to address global climate change and push forward low carbon development of China. The actual value and real sense of Information transmission is to be accepted, admitted and utilized by its audience. To learn the need of audience more distinctly, based on the data of Survey on Low Carbon Awareness and Behavior of Chinese Urban Public, this paper identifies the four categories of Chinese urban audience and the relevant characters according to the four indicators as ＂Low Carbon Concept Awareness＂, ＂Low Carbon Policy Awareness＂, ＂Low Carbon Purchase Awareness＂ and ＂Low Carbon Behavior Awareness＂. The suggestions of communication strategy are provided to the corresponding media bodies based on the communication theories accordingly.