The Research Of The Effects Of Animal Protection NGO Through Media To The China Wildlife Conservation

Under the background of the global call for ecological balance and security, as well as Construction of ecological civilization in China, the effective protection of rare and endangered wild animals is a very important aspect.China’s wildlife protection needs the power of country, animal protection NGO, the media and the public, and animal protection NGO is a bridge for convergence of these forces.The emergence and development of animal protection organizations are closely related to the western world’s long Christian, humanitarian and charitable traditions. International animal protection NGO over a long period of evolution and development, has a wealth of resources and experience,the domestic animal protection NGO started late and develops slowly, it’s deeply affected by the international animal protection NGO in the fund, the human, the idea.Through literature review found that animal protection NGO have very close relationship with the media,On the one hand, animal protection NGO with the power of the media to let more third party know, improve their own legitimacy and influence,On the other hand, animal protection NGO can provide expertise consulting and a huge source of information to the media. New media and traditional media have their own characteristics,numerous studies show that more and more non-governmental organizations in the public relations is more popular in the new media,through the investigation of the official website and micro-blog of some animal protection NGO, It found that there are many differences between China Wildlife Conservation Society and other animal protection NGO,analysis found that organization information on animal protection NGO official website are more transparent and open, it can attract more potential stakeholders. In micro-blog,the nature of animal protection NGO can affect the spread ability of information, only to strengthen the organization’s own construction, improve the social prestige can expand the influence of the organization.Through the animal protection NGO in animal protection activities and speech events analyzed, the study found that animal protection NGO through the media make wildlife conservation education,spread the knowledge of wild animals, improve social wildlife conservation awareness;mobilize the masses to participate in the activities of the wild animal protection;supervision and assistance to the government to protect wildlife, maintaining the public’s environmental rights. But animal protection NGO has limitations, some one-sided concept impact on the culture of traditional Chinese medicines, has affected the national image, also affected the normal social public opinion and the economic order.In order to better deal with our relations in the economic and social transformation of man and nature, combined with recent a series of experience of environmental events,important spiritual meeting and the new laws and regulations, from the mainstream media, domestic animal protection NGO and international animal protection NGO three departure, made the following recommendations:To strengthen the scientific propaganda of the mainstream media need to establish a scientific concept of wild animal protection; adhere to the leadership of the party and the government, play the national macroeconomic regulation and control ability; adhere to the correct direction of public opinion, to display the impartiality, objectivity and scientific nature of the media; to strengthen the international cooperation, connecting Chinese and foreign, to communicate with the world; increased media personnel training; to maintain the independence of the mainstream media,benign cooperation with animal protection NGO.To promote the development of domestic animal protection NGO’s need to increase domestic animal protection NGO financial support; strengthen professional training; increase public recognition of animal protection NGO; strengthen its own construction of domestic animal protection NGO, clear organizational goals and objectives.Increase the management of the international animal protection NGO needs to implement the "People’s Republic of China overseas NGOs activities in China Management Law";to strengthen the investigation of international animal protection NGO activities in China; dialectical understanding of the role of international animal protection NGO.