绿媒体：一种理想
尹鸿
世界从来没有像今天这样，创造了如此丰富甚至奢侈的物质财富；中国也从来没有像今天这样，出现了如此巨大的经济飞跃和人们能够享受如此充裕的物质生活。无休无止的广告，无限膨胀的消费欲望，像一个魔轮一样，让人们在追逐无限的物质满足的循环中高速旋转。直到人们终于饱受海啸、沙尘、酸雨、莫名病毒的灾难打击，发现空气、水、石油、矿藏这些我们以为取之不尽的资源越来越趋于枯竭的时候，人们才意识到我们的贪得无厌使我们已经付出和即将付出的巨大代价。正是在这样现实的危机面前，环境和环境保护才成为了我们时代最令人关注的关键词。
于是，在我们的媒体中，科学发展、和谐社会、天人合一、生态平衡等观念开始频繁出现。绿色，成为了当今社会的流行色。然而，过去和现在，中国的传媒究竟为环境保护做出了什么贡献？这些贡献对于向全社会普及环境保护意识、培养环境保护习惯起到了什么作用？中国传媒在传播绿色观念的行动中，究竟体现了怎样的自觉性，肩负了什么样的责任？……所有这些问题，应该说都还没有得到完整的回答。
于是，我们看到了这本以“环保传播”为主题的新书。在我的视野范围内，它可能也是国内第一本以环保传播为主题的著作。这种第一，既体现了作者对时代主题的一种敏感，其实更体现了对社会发展的一种责任。我想，任何读者从本书中都能够感受到这样一种使命感——我们保护环境，归根结底是在保护人类自己。
其实，环境保护虽然与我们所有人的生活都息息相关，但是由于它与我们生活的这种相关性过于间接、过于复杂、过于缺乏单一的因果性，因而往往难以体现在我们日常生活的行动中。虽然我们都知道，过多的汽车会污染空气、消耗能源，但是我们都不认为自己今天多开1小时的汽车，环境就会因此而被破坏。环保的这种广大性，往往给了我们逃脱环保责任的理由。其实，这也是许多传媒和传媒人逃脱环保责任的理由。因此，探讨环保传播，让这样一种“软”使命成为媒介的一种“硬”责任，让传媒人意识到，环保应该从自己做起，从自己的笔下、镜头前、录音话筒前做起，就具有重要的现实意义。
王莉丽女士的这本书，缘起于她的硕士论文，环保传播的概念也是在我们多次的讨论中逐渐明晰起来的。一开始，我对这个题目很担心：一方面我意识到她的研究在整个学术界都缺乏足够的基础和借鉴；另一方面也是因为我本人对这个领域客观上敬而远之带来的所知甚少。但是王莉丽女士的热情、执著和坚韧却让她成功地完成了她的预想，在后来清华大学新闻与传播学院组织的硕士论文答辩中，这篇论文也得到了很高的评价。当然，我知道，她之所以能够写出这样一篇没有先例的论文，还得益于那些活跃在环保前沿的令人尊敬的真正意义上的“同志”们的热情慷慨的帮助和支持。因为大家都认为这是一件有意义的事情，所以大家就用一种“同志”般的力量推动了这本书的完成。
我们很难说王莉丽女士的这本书达到了怎样的高度和深度，但是我们可以肯定地说，它开辟了一条通向认识环保传播规律的路径，并在这个路径上铭刻了一种责任。它至少提醒我们，也许环保不能给我们带来现实的眼前的名利，但它应该是传媒的一种责任。传媒在传播环保意识、揭示环保危机、普及环保知识、营造环保理想方面，应该是责无旁贷；否则，我们就是对社会、对我们的后代的一种犯罪。
我为本书的出版感到欣悦。绿媒体，一种生命的象征，作为本书的题目，也是一种理想的表达。
尹鸿2005年9月19日
尹鸿博士，清华大学新闻与传播学院副院长、教授、博导。
Foreword
Green Media as an Ideal
Yin Hong
The world has never been so abundant in material wealth before as it is today. China’s unprecedented economic growth has enabled its people to enjoy a level of comfort never imagined before. Bombarded by endless advertisements, consumers continue to spend more. The pursuit to gratify the insatiable desire for material gains is like an enchanted wheel keeping people turning nonstop in a highspeed circle. Then tsunami, sandstorm, acid rain and mysterious virus strike with their sudden force. Clean air, water, oil and mines, things we once took for granted and thought were inexhaustible are shrinking in supply. At those moments of truth, humans begin to realize that we have paid a dear price for our greed. It is in this reality of crisis that environment and its protection have become the one the most popular phrases of our time.
As a result, phrases such as scientific development, harmonious society, human and nature and ecological balance begin to appear frequently in media. Green is now the color of the season. However, what kind of contribution to environment protection has China’s media made? How does such contribution affect public awareness and behavior? What responsibility does China’s media take in promoting green concepts? These questions are not yet fully answered.
Now we have this book on environmental communication. As far as I know this is the first publication in China devoted to this topic. This shows the author’s sensitivity and sense of responsibility. I think anyone reading this book will feel the urgency—when we are protecting our environment, what we are protecting ultimately is the human race itself.
In fact, environment protection is closely linked with our daily lives. However such linkages are often indirect and complex. And their causal relations with their impacts are not apparent. We know that cars will pollute the air and consume energy, but many times we are not that concerned when we have to drive for one more hour or one more mile. Environment protection seems to be everyone’s responsibility but our own. It is with the same mindset that some media organizations and their employees are not doing what they should do. That is why discussing environment communication is important because it will help make environment discourse an obligation instead of an option for China’s media and people in this profession will become advocates with their pens, cameras and microphones.
The book originated from the author’s master thesis. The concept of environment media gradually became clear in her discussions with me over the time. At first I felt a little worried about her choosing this topic for her thesis because this area of study had long been ignored by the academic community and I myself did not know much about it. But Ms. Wang Lili did not give up and accomplished her goal with great passion and perseverance. Her thesis was very well received in the defense at the School of Journalism and Communications of Tsinghua University. Of course She has to thank the community of hardcore environment advocates for their generous support to this pioneering thesis.
It is difficult for us to claim how great a depth this book has reached. But one thing is for sure. The book has opened up a new area for us to research on. Environment communication may not bring immediate gains but it is the responsibility of a media organization to enhance public awareness, expose crisis situations and set the agenda for protection. If we fail this responsibility, we will have committed crimes against our society and future generations.
I take great joy at the publishing of this book. Green media is the symbol of life and as the title of the book expresses our ideal for environment.
September 19 2005
Doctor Yin Hong
Vice Dean of the School of Journalism and Communications of Tsinghua University. professor and mentor for Ph.D.
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