乡村环境传播与农村生态文明建设

Environmental Communication and Eco-civilization Construction in Rural Areas

乡村环境传播与农村生态文明建设密切相联,并呈现出传播形式多样、组织传播效能十分强大,受众多重分化、不同群体有着明显差别,工作千头万绪、必须统分结合综析有序等三个特点。环境传播因其独特的内容和影响,在农村生态文明建设中发挥着重要作用。面对着现实存在的公众环保意识相对不强、突发环境事件应对不力、乡民环境权利保障不全和乡村环保传播能力有待提高的多种问题和多重挑战并存的状况,我们需要重视乡村环境传播的模式变革和提升策略,着重从正视矛盾本质培育理性受众、发挥各方优势促进媒体融合、拂除表层幻相找准问题关键等方面努力突破。

Rural environmental communication closely connects with the eco-civilization construction in rural areas,and presents three characteristics. The forms of communication are various and the efficiency of organizational communication is very strong. The audiences are multiply differentiated,and different groups have obvious differences. The work is too complicated so that it must be combined centralization and decentralization. Environmental communication plays an important role in rural eco-civilization construction because of its unique contents and influences. Facing a variety of real situation,such as the public's awareness of environmental protection is relatively weak,abrupt environment affairs are improperly disposed,the environmental rights protection of the villagers is incomplete,and the ability of rural environmental communication needs to be improved,and so on. It needs to attach the importance to the mode reform of rural environment communication and strategy promotion,pay more attention to the cultivation of rational audience,play all advantages to promote media convergence,remove the surface phenomenon and identify key issues.