Research On The Mechanism Of Media Mobilization In Public Policy Communication

Toffler,an American social analyst,predicted in The Third Wave that "the garbage revolution at the turn of the century will be another wave that will affect human survival and development".Since 2000,the national and local governments have successively introduced some policies to promote the classification and reduction of municipal solid waste.Shanghai took the lead in formulating the garbage classification management regulations,which launched the first shot of the garbage revolution.At the mobilization conference for household waste classification,Li Qiang,Party Secretary of Shanghai,stressed that garbage classification is related to the improvement of people’s living environment and the overall situation of green and sustainable development.It is necessary to mobilize and participate the whole people to win the hard battle and long-term battle for household waste classification.In this environmental protection mobilization,the media undertakes the important task of publicizing the national garbage classification policy,inspiring the public’s environmental awareness and mobilizing the public to take actions,thus becoming an indispensable force in the fine governance of the city.In this paper,using content analysis and case study method,first by collating relevant literature of media mobilization,the dissemination of public policy defining the concept,summed up the spread of the status quo and existing problems of public policy,secondly combining the theory of social mobilization and the framework of constructivism,the traditional media in Shanghai liberation daily and the new media in those news about garbage classification policy and propaganda and mobilization in the content analysis,clarify the mobilization media framework construction,in the process of trying to spread in the media public policy mobilization theory to explore the mechanism and the specific ways to mobilize,Finally,on this basis,we get the enlightenment of perfecting the media mobilization mechanism of China’s public policy.Through theoretical and case analysis,this paper draws the following conclusions: in the top-down garbage sorting campaign initiated by the government,new media and traditional media cooperate with each other,jointly shape and strengthen mutual understanding,and play a direct role in promoting the smooth implementation of garbage sorting policy.From the perspective of mobilization time,they all focused on the days before and after July 1,2019,when the regulations were formally implemented,and the mobilization intensity reached the maximum,and the public also expressed the strongest response.The rest of the period was the period of indifference.From the perspective of mobilization discourse,"Jiefang Daily" is more inclined to rational mobilization,while "The Paper" is more inclined to emotional mobilization.In terms of mobilization strategies,demonstration mobilization,reward and punishment mobilization and participation mobilization are often adopted.In addition,the media constructs the common intention through the cultivation mechanism,the framework mechanism and the situational mechanism to stimulate the garbage classification behavior.In the mobilization process,the emotional identity is difficult to last and the mobilization issues are intermittent.Therefore,the media should strengthen rational mobilization and collaborative mobilization to enhance the consciousness and sustainability of the public in garbage classification.In the future,the media mobilization mechanism needs to be further improved from the three aspects of multi-agent collaboration,multi-channel integration,and multi-modal presentation.