On The Flow Of Agenda In Environmental Issues

With the continuous development of China’s economy,the public’s awareness of natural environmental protection gradually awakens,various types of non-governmental environmental protection organizations continues to develop,and companies that are committed to protect environment are also increasing,and media coverage on environmental issues are increasingly diversified.The diversity of interests expressed by governments,enterprises,and NGOs throughout the process of environmental diffusion has spanned the media field of traditional media and new media.The government,as the controller of environmental information,the maker of environmental policies,and the advocate of environmental protection,is an important subject in environmental communication.Its public agenda on the environment has become a benchmark for companies,environmental NGOs and media to carry out environmental protection activities to the maximum extent.For environmental NGOs,the use of flexible media strategies has led to the construction of institutionally meaningful public issues in the context of specific environmental issues.Together with government and media issues,they have contributed to the development of environmental NGOs.For the media,reporting on environmental issues needs to balance the multiple impacts of government,business,environmental NGOs,and news professionalism.The media’s agenda will place environmental issues on NGOs,governments,etc.Among the wrestles of multiple discourses,objectively demonstrated the interaction between the government,media,and environmental NGOs.It should be said that in environmental communication,the government,enterprises,environmental NGOs,and the media are all in the dynamic balance of interaction,influence,and game playing.Based on this,this article analyses the case of "firefly commercial release activities across the country were boycotted".In this case,the government,entrepreneurs,environmental NGOs,the media had played their own role,promoted or blocked the development of the situation.The power of various parties had also shown a trend of mutual interacting,and finally reached the goal of environmental protection.When environment issues have not yet entered the public’s field of vision,environmental NGOs actively participate in activities to attract the attention of the media and the government.When acquiring media and government support,environmental NGOs act as "public relations agents",calling on stakeholders who aginst environmental protection to stop.calls;When conservation issues are brought to the attention of the upper-level media and brought into public view,environmental NGOs should brave their voices,especially when the protection target is a "wordless person",like the natural environment,they should act as"spokespeople",to popularize the related knowledge and mobilize the government,the media,the public;when the protection issues into the legal level,the government begin to assume management responsibilities,the environmental NGOs should back to the"supervisor" position,in order to form the mechanism of protection and take the initiative responsibility for supervision.This article discusses about the agenda setting,and points out how the discourse system in each issue formed a confrontation or cooperation to play against each other and how different subjects set the agenda through environmental related events in the process of environmental communication,and the diversified agendas were how to interact to form an effective mechanism for environmental protection.