Reaserch On Transmisiion Mechanism Of Nimby’s Information In China In The New Media Environment

Nowadays, China is rapidly modernizing and urbanizing. Lots of not in my backyard(NIMBY) facilities are being built, and it promotes the economic growth and also meets thedemand of people’s life. However, with the enhancing of environment awareness and alsothe rights awareness, more and more attentions are paid on the environmental pollutionsbrought by the facilities. The contradiction among economic development, life demand andenvironmental protection is being increasingly prominent, and group events caused by thebuilding of NIMBY facilities emerge in an endless stream, leading to social unrest. Thebrewing, outbreak, development and end of these events can’t do without the disseminationof information. Therefore, it is necessary to deeply research the dissemination process toget the optimal solution of environmental contradiction and avoid the conflicts.However, it was found the research of NIMBY mainly focused on concepts,characteristics, causes and solutions, and lacked the research of how the events happenedand developed. In addition, the research field mainly involved in politics, economics,sociology, psychology, public administration and other disciplines, while it was rarelyresearched about the information spreading mechanism of NIMBY phenomenon from theperspective of journalism. The research of NIMBY phenomenon in China is still in thepreliminary stage, and the research methods, research contents as well as the researchobjects are lessoning from foreign researchers, and researches of NIMBY phenomenon inthe view of China’s special system background and the internet environment are very little.Therefore, this paper deeply analyzes the information spreading mechanism of NIMBY from the angle of public opinion communication, with combining the new mediaenvironment of China, to achieve the innovation of research angel and contents.In this paper, we firstly introduced the research of NIMBY at home and abroad, andpresented our research approach as well as defined the involved concepts. Then weresearched the classical NIMBY cases form January in2007to June in2013, and concludedthe cause of NIMBY in China, as well as the information spreading elements, spreadingmodes, and the effects of media in the spreading process. Finally, we offered suggestionsand solutions for the information treatments of group events caused by NIMBY from thespreading angle.Though the research, it was found the information spreading of group events caused byNIMBY in China no longer fellow the linear spreading model in the traditional media age,namely “information—media—opinion leaders—the public”. In the new media age, theposition of opinion leaders is moving up. They step into the state of information excavationand publish, and spread the information to the public through new media. The opinionleaders’ ability of influencing the information dissemination gradually surpasses thetraditional media. What’s more, the opinion leaders even are the only information sourcewhen the traditional media give no voice. It is formed multiple interactive cycle roadsamong the traditional media, opinion leaders and the public, and they affect each other.