微信公众平台中环境议题的传播效果——以突发性环境议题为例

Study on the Communication Effect of Environmental Issues on the WeChat Public Platform—— Take the sudden environmental issues for instance

随着互联网技术的发展和突发环境事件的日渐频繁,微信公众平台在环境传播中的作用日趋凸显。以环境传播为主的微信公众平台发布的关于突发性环境议题的文章,会从传播广度、认同度、参与度三个维度对传播效果产生影响。研究发现:环境N G O组织发布的文章倾向于获得更高的认同度和参与度;"通讯"类文章往往能获得较高的传播广度、认同度和参与度;综合使用两种及两种以上的新闻图片形式对微信公众平台中突发性环境议题文章的传播广度和认同度都有显著的正向影响。要提升传播效果,就要强化公民维权意识,鼓励环保组织发声,组织开展深度报道,努力实现全媒体融合报道。

With the development of Internet technology and the increasing frequency of sudden environmental emergencies,the role of WeChat public platform in environmental communication has become increasingly prominent.The articles on sudden environmental issues released by the WeChat public platforms that are based on environmental communication have influenced the communication effects from the three dimensions of communication breadth,recognition and participation.The study found that articles published by environmental NGOs tend to gain higher recognition and participation;“communication”articles often achieve higher dissemination breadth,recognition and participation;comprehensive use of two or more form of news pictures has a significant positive impact on the spread and recognition of articles on sudden environmental issues on the WeChat public platform.To enhance the effect of communication,it is necessary to strengthen citizens'awareness of rights protection,encourage environmental organizations to speak out,organize in-depth reports,and strive to achieve full media coverage.