Research On The Communication Strategy Of International Environmental NGOs In China

Since the 1980s,people have mentioned non-governmental organizations on more and more occasions,viewing them as an emerging form of organization that is playing an increasingly important role in the field of public administration.The Non-Government Organization(NGO)refers to professional organizations that are unofficial,non-profit,and maintain a certain distance from government departments and business organizations.They usually form groups around specific areas or issues.Their own interests and claims represent the wishes or requirements of certain groups or classes in society.The Environmental Non-Governmental Organization(ENGO)aims to protect the environment and realize the common sustainable development of people and the environment.It does not aim at profit,does not have administrative power,and provides the environmental service for the society.This is the general term for this type of non-governmental organization.The emergence of the emerging,multidisciplinary research field of environmental communication has provided us with a unique research perspective for our concern for the rising environmental NGOs,which has given us the opportunity to examine the context of environmental communication and dissemination practices in China.To grasp the irreplaceable role played by environmental NGOs in the promotion of good environmental governance.The essence of environmental communication is the game of different disseminators in the discourse space of the public domain.The green discourse in the public domain not only tells people about their understanding of the environment,but also constantly explores and struggles with the concept of the environment.At the same time,it also promotes the emergence of various green actions,including citizens' own environmental protection actions and promotion of environmental legislation.This is precisely in line with the construction and use of environmental communication.In order to successfully disseminate the concept of environmental protection of the organization,various dissemination subjects must necessarily design and implement corresponding communication strategies based on actual conditions in order to gain the initiative in the game of discourse.As an environmental NGO that is one of the main players in environmental communication,while carrying out specific environmental protection work,it is imperative to adopt a variety of communication strategies to disseminate its own ideas of environmental protection and mobilize resources from all aspects of society to achieve organizational aims.However,for a long period of time,the research on the use of communication strategies by environmental NGOs in their field of practice has not been.comprehensive,in-depth and thorough.At present,existing research has mainly focused on the media tactics of environmental non-governmental organizations.Research on government communication strategies and public communication strategies of government organizations is insufficient.At the same time,as the backbone of the rising environmental protection,the role of environmental NGOs in Chinese society has increasingly attracted the attention of the academic community.This paper selected environmental NGOs as one of the subjects of environmental communication as research objects and explored how they formulate and implement communication strategies based on China's social structdre and media structure in different contexts of Chinese and Western to achieve the purpose of spreading the organization's environmental protection idea.In the past academic research,the research on the communication strategies of environmental NGOs was not comprehensive and in-depth,and mainly focused on the study of media communication strategies,while ignoring the governmental communication strategies and public communication strategies of non-governmental organizations.This study tries to make up for the shortcomings of past research in this area and conducted a comprehensive and in-depth study on the media communication strategy,government communication strategy,and public communication strategy of the international environmental non-governmental organization World Wide Fund for Nature.The innovation of this paper is through the communication work of the finless porpoise conservation project participated by the author in the World Wild Fund for Nature Yangtze River Project Office and the accumulation of primary and secondary information in the academic research during the master's degree period.Communication strategies of ENGOs at home and abroad were reviewed and literature reviews were conducted.By using a large number of domestic and international environmental communication cases,we examined the similarities and differences between the World Wide Fund for Nature(WWF),a world-famous international environmental non-governmental organization,and the similarities and differences of media communication strategies,government communication strategies,and public communication strategies used at home and abroad.The communication context of this article discussed and critically analyzed the communication work of the finless porpoise conservation project.Compared with the practice of environmental NGOs in foreign countries,international environmental NGOs working in China have made very pragmatic strategic choices based on full consideration of China's national conditions.Through the long-term practice and accumulation of experience,their action path is becoming clearer and clearer,that is,to mobilize all stakeholders to participate in the largest degree.In order to achieve this goal,the environmental NGO's communication strategies and actions are also gradually expansion,showing a trend of professionalism,reasonable,and diversity.