A Study On Environmental Non-Governmental Organizations' Environmental Communication Behaviors And Effects In China

Environmental non-govermental organization is an important team which are making great efforts in protecting the environment,the dissemination of environmental information and raising awareness of environmental protection.This article selected from the communication point of view, research on environmental communication behaviors and effects of the environmental NGOs.In environmental communication, environmental NGOs and government have contradiction and unification relations, also have a mutual cooperation and a mutual supplementation. Characteristics of Environmental NGOs' environmental communication are: The disseminator covers a widely field, the number is large, quality is high, average age is low and they are professional; the contents involve ecology and environment; it has an diversified spread channel, and the composition of audiences is multiplex. NGOs' environmental communication behaviors include: the dissemination of environmental knowledge; recruit volunteers in environmental protection; dissemination of specialized knowledge to solve environmental problems; disseminate government's green polocies; conduct environmental surveys, set up Environmental Communication Union in the participation of public opinion.Through a case study to test the environmental communication effects,we found that:high awareness of environmental protection dissemination activities, participation and insufficient; cognitive effects, attitude effects is obvious, but the behavior is not performing, public participation in environmental communication activities will high degree of enthusiasm and publicity activities, abundance, and living close to the degree of the content.The proposals are:environmental NGOs have to train teams of professional environmental communicators to improve the dissemination of science, enhance cooperation with mass media to enhance communication efforts, cooperate with the government environmental communication complement each other to enhance the Government's emphasis, make a rich form of communication activities to enhance efforts to attract activities, dissemination content close to the life and enhance public participation, cultivating public's environmental responsibility and exert the power of college students.