目前，中国的环境问题十分严峻，中国政府已把环境保护作为一项基本国策，确立了遵循科学发展观的经济社会发展方向。特别是最近几年来，环境保护开始进入宏观决策和制度改革的主流，环保问题已经成为社会舆论关注的焦点之一。而作为信息流通平台的大众传媒也毫无疑问地在传播环境知识、环保理念中发挥着巨大的影响力，推动了环保事业的发展。应该说，中国的环保事业是在大众传媒的推动下逐渐发展起来的，没有大众传媒的推动力量，就没有今天的环保事业。大众传媒为政府、公众、企业、环保专业组织和人士，以及全社会建构了一个绿色的公共舆论空间。
在这样的背景下，本书从大众传播视角关注环境问题，把环境问题纳入新闻传播研究的框架，分析环保传播对促进环境保护的意义和作用，研究环保传播的方式、策略和效果，提出推动环保传播发展的策略，充分挖掘环保传播的潜力，从而推动中国的环境保护事业持续健康地向纵深发展。本书首先对大众传媒的社会功能以及在环境保护过程中的功能作了概括性的分析，提出并诠释了环保传播的理念和内涵；然后深入评述中国环保传播的历程、媒介形态以及组织机构；进而提出环保传播面临的挑战；最后从影响环保传播效果的因素入手，提出全面提升大众传媒环保传播能力的途径。
本书的创新之处在于选取了环保传播这一十分重要而被忽视的研究对象，在中国新闻传播理论体系中首次系统地提出并诠释环保传播概念，并且不是孤立地研究环保传播对环境保护起到的作用，而是把环保传播对环保的影响和作用置于社会政治、经济、文化发展的大环境之中。从大众传媒作用于社会的过程入手，采用文献分析、历史分析、采访、互联网调查的方法，通过对大众传媒的社会功能，环保传播历程、效果、存在的问题，面临的挑战等归类分析，从现象考察到探寻内在规律，进而揭示环保传播在环境保护中所产生的巨大影响力，并就提升环保传播能力、改进传播效果，提出建设性意见。
关键词：大众传媒 环境保护 环保传播
Abstract
China faces severe environmental challenges.The Chinese government has made environmental protection one of its fundamental state policies and established the concept of “scientific development” to guide economic growth and social advancement.In recent years，environment has been incorporated as major consideration into policy making and institutional reforms.The general public increasingly focuses their attention on environment issues and the mass media plays a critical role in educating and raising awareness.It can be argued that China’s environment protection has developed into its current status mainly as a result of mass media’s ongoing coverage of environment issues.Mass media provide a green forum where the government，the general public，the corporate world，environment organizations，advocates and other stakeholders can come together and discuss their environment concerns.
Against this background，this thesis examines environment protection from the mass media perspective，proposes the concept of “environmental communication” and analyzes its role in promoting environment protection.The author will discuss the forms，strategies and effectiveness of environmental communication and propose ways to enhance environmental communication so that it can play a larger role and make greater contributions to China’s environmental protection endeavor.This thesis first gives an overview of the importance of creating a public space for environment issues and the social functions of mass media，especially in environment protection.The second provides indepth analysis of the history，forms and institutions of environmental communication.Outlines the challenges for environmental communication and the fourth chapter discusses the factors that influence the effectives of environmental communication and ways to enhancing its roles.
This thesis is innovative in that it focuses on environmental communication，an important but often neglected subject.For the first time in China’s journalistic studies，the concept of environmental communication is put forward.Instead of talking about the role of media in environment protection in isolation，this thesis places its discussions in a much larger context where political，economic，social and cultural factors are all at play.The author uses literature，historical records，interviews and online surveys，and addresses a wide range of issues including the social functions of mass media，development of environmental communication，its impacts and effectiveness，current problems and future challenges.The author also makes constructive recommendations about ways to enhance the effectiveness of environmental communication.
Keywords: mass media environmental protection environmental communication |
