中国环保传播的内在机理及绩效评估体系研究  

Study on the Mechanism and Performance of Environmental Communication in China

作　　者：李玉文[1] 徐萌[1] 王建明[1] 

机构地区：[1]浙江财经学院工商管理学院,浙江杭州310018

出　　处：《生态经济》2011年第8期176-180,共5页Ecological Economy

基　　金：浙江省软科学研究计划项目"环保传播绩效的决定因素模型及其应用:基于扎根理论的探索性研究"(2010C35047)

摘　　要：环保传播是环境可持续发展的重要内容,是促进可持续发展的有效途径,受到学术界广泛关注。目前环保传播活动的实际绩效(实际效果)非常低下,甚至模糊不清,成为急需解决的一个问题。文章在文献总结的基础上,重点分析环保传播的内在机理,并构建了绩效评估理论框架,提出符合环保传播绩效评估指标体系。理论上分为四个阶段:认知扩散阶段、信念形成阶段、行为塑造阶段和价值观变革阶段;具体绩效测定因子包括:意识绩效—察觉、态度、自我效能、个体传播认知,行为绩效——记忆、接受、自我行动、他人效仿。Environmental communication is the planned and strategic use of communication processes to support effective policy-making and project implementation geared towards environmental sustainability. Despite its acknowledged impact, environmental communication is rarely integrated in development cooperation programs as a strategic tool. However, the present practical environment communication performance is quite low. How to increase the environment performance has become a critical theoretical and practical problem for study. Based on the summary of domestic and international literature, this paper analyzes mechanism in the process of environmental communication, and constructs a system appraising environment communication performance in theory. The system includes eight factors, awareness, comprehension and memory, acceptance, self-efficacy, self-action, individual communication knowledge, other following. At the same, this paper puts forward a practical index system appraising environment communication performance.

关 键 词：环保传播 传播绩效 指标体系 中国 

分 类 号：G206.3[文化科学—传播学] X-4[环境科学与工程]