The concept of mass media on student environmental impact survey reports

Abstract: Nanjing University, for example, discusses the survey background, objectives and methods, that analyze the findings, and finally summed up the experience, the problems and some suggestions.

Keywords:: mass media, students, environmental awareness

A survey of the background, objectives and methods

Since the promulgation of the Environmental Protection Act, has been 20 years. Is moving towards diversification and value of diverse interests in China, environmental problems have increased as a universal social problems. This will not only affect our agricultural, industrial and other production activities, the economic efficiency, the deterioration of living environment for every citizen had a huge threat to life. In this regard, China has formulated laws and regulations related to mandatory requirements, but in the end the fundamental way to solve this problem is to improve the overall quality of the whole people. especially the concept of Environmental Protection into the value system of every citizen, so consciously protect the environment become a habit.

Mass media publicity in the concept of Environmental Protection to play the "authoritative discourse" role, which affects people's social and psychological trends and values, especially for strengthening the performance of the mainstream ideology and culture has a very prominent role. The mass media through different levels, different types of media, various forms of publicity, promotion of the concept of Environmental Protection plays a significant role.

The survey selected students for the survey, pArtly because the students are from families and schools over the age of society, in the near future, they will be engaged in social activities which take a leading role, all aspects of the country a major impact they determine a country's future development direction of the pillar mid-stream. On the other hand, mass media has become an important way for students to get Information, they are active audience of mass media, newspapers, TV, movies, magazines and the Internet and other media all in all aspects of the form of a profound and extensive impact on students of Environmental Protection concepts.

For the "green concept of mass media influence on college students," the empirical study will be the country's most important sustainable development issues important aspect - environmental issues, and the country's future development direction of the policy makers and practitioners to link college students and explore the concept of mass media on their environmental impact to be learned from that experience and problems, and provide some practical suggestions. To this end, our group organized forces in April 2009 -2009 in Jiangsu in June Nanjing, conducted a more detailed "About the concept of mass media on the impact of student environmental survey" of the quantitative Research.

The survey questionnaire form used to select the 6 in Nanjing University - Nanjing University, Nanjing Normal University, Nanjing University, Nanjing Arts Institute, Nanjing University and Jiangsu City College, a total of 900 questionnaires. To recover the effective 871 copies of questionnaires, the use of SPSS statistical analysis software. survey was conducted one to four year college (23% first grade, second grade 31%, 24% of third grade. fourth grade, 22%) of all undergraduate students , in which liberal Arts (including economic management and foreign language classes) accounted for 44.4%, 38.1% of science and engineering, Arts 17.5%, male 448, 51.5% of the total number, 423 girls, the total number of 48.5%. The survey of college students from across different provinces, schools, including major universities, non-key universities and vocational colleges, comprehensive universities, liberal Arts university, science and engineering university and college art students a wide range of professional and They are distributed in four grades, a more balanced sex ratio, so it has strong representation.


2 Investigation and Analysis

2.1 The survey of media exposure
Survey found that a number of media broadcasting is the lowest frequency, 42.8% of the surveyed students never use the radio, 89.8% of the daily broadcasting time is less than 30min, the vast majority of college student dormitories, and not equipped with television, 26.6% of the respondents never used the school television, newspapers and magazines, and network access has become their main means of Information and entertainment, newspapers and magazines on the basic use of time in the 2h following, the collection of the traditional media network many advantages, in college wide range of applications, with 97.6% of respondents use the Internet every day, while the mobile phone as portable, and can be anytime, anywhere access, combined with mobile news in the form of open Information platform, but also to popular Welcome, frequency of use is also high. Table 1.



2.2 The students accepted the concept of promotion of Environmental Protection status
2.2.1 accept the ways of environmental publicity
In the "Which means you are received by the environmental advocacy most" questions, the 42.3% of people chose the "school Education", 40.3% chose the "mass media", 10.1% chose the "family and friends ", 7.3% chose" other. "Thus, school Education and mass media advocacy of Environmental Protection for college students to accept the most important ways.

2.2.2 received the most media publicity of Environmental Protection
For the "medium in which you received the most publicity of Environmental Protection" issue .66.7% of the respondents chose the "TV", 15.1% chose "Metro Transit Advertising", 7.0% chose "newspapers and magazines" 5.6% chose the "network", 2.4% chose "books", 2.1% chose the "mobile phone", 1.1% chose the "broadcasting." Although the amount of students in school has little television, but television is still the students contact the main source for environmental Information. Figure 1.



2.3 The concept of mass media on student environmental impact of the specific role of
2.3.1 The mass media in terms of the role of other factors than the smaller
On the problem "following the formation of environmental awareness of your role is the greatest impact from the which of" the answer, 41.4% chose "their own citizens", 26.0% chose the "School Education" .21.2% of people chose "mass media propaganda", 10.9% chose the "national policy", 0.7% chose "other", see Figure 2.


In addition, the impact of mass media, with 22.7% of respondents expressed "great impact" .72.0% of the view that "a certain influence, but little effect," 5.2% of that "no impact."
In the problem "in the gradual acceptance of the concept of Environmental Protection through the mass media propaganda, you will be" the answer, 36.8% answered "do must environmental protection", 60.4% chose "to think of it when the environmental click ".2.8% of admitted that they were still" can not remember green. "Links to Research Papers Download http://www.hi138.com 2.3.2 The influence of mass media in most TV
Environmental publicity in various media on the role of the size of the survey, television, Internet, newspapers among the top three: 78% of respondents believe that television advertising in the environmental aspects of the concept of the role played by the largest, 34.9% thought that the network The role played by the second row, 30.2% believed that the role of newspapers in third, while the phone as the most flexible media, there are 49.1% of people think that the mobile phone the role of environmental publicity minimum, see Figure 3.


2.3.3 Mass Media in the recognition of environmental protection the theme of high public service ads
On "what the most effective form of publicity" to the survey, 27.5% said "negative critical reports" the most effective .18.2 of that "positive propaganda typical of news events and people," the most effective, 54.3% of the view that "positive public advertising "the most effective. And the audience on the part of public service ads assessment of environmental quality is higher. For the" mass media in environmental public service ads about how to "answer questions, 19.1% of the view that" public service today is simply preaching, too rigid ", 41.3% of the that" generally, neither good nor bad ", with 39.6% of that mass media in environmental public service ads" very creative, I was impressed. "
In the survey, respondents filled out the most impressive environmental public service ads. "Last drop of water on Earth is human tears," the ad's reference to the number of all respondents was 12, "Super Mario" theme of the game The public service ads "Can you have children off", Nanjing, mobile TV broadcast bus advocacy of "green earth" public service ads in major provincial satellite TV broadcast, the girl did not help the boys thrown into the garbage cans boxes, etc. have been mentioned many times. topic, 24 reference to the protection of water resources, water conservation public service ads, 10 were referred to protection of forest resources, use less disposable chopsticks in the public service ads, 5 refer to junk separation and recovery of public service ads, and in all respondents have the impression that public service advertisements, public service ads CCTV mentioned by 7 times, without any local media mentioned.

But 87.8% of respondents believe that in the mass media, very few existing public service ads.


3 Summary and recommendations

In summary, we conclude that part of the experience of existing problems and some suggestions:

3.1 The theme of environmental protection achievements of outstanding public service ads, but still need to improve the depth and breadth of its impact
Green is the theme of public service mass media to publicize the concept of environmental protection the most common way, the survey shows, it is also the most effective way. A lot of good public service ads have been produced in the students a larger audience, the impact of these ads impressed them at the same time, the publicity of environmental protection has also had good results. CCTV as the country's leading media, the propaganda of environmental protection more living first in the media. But it is undeniable that the mass media environmental theme in a number of aspects of public service advertising campaign has yet to be improved.

First, because the mass media emphasis on certain themes and prominent, the audience for some reference to the high rate of environmental problems, a high degree of acceptability and memory. But equally worrying situation but the media propaganda minor environmental problems, the lack of recognition knowledge and concern. Thus, in future environmental public service advertising time. may be based on China was the most serious environmental problems or for the most serious uncivilized behavior to design, make it more in line with characteristics of the times in order to enhance the status of the audience for some serious attention to environmental issues.

Second, can the future of CCTV as a leader, at all levels of media balance in the protection of the media under the conditions of the actual production of a large number of environmental conditions consistent with the high quality of local public service ads, and ultimately achieve a unique and innovative public service advertising, audience willing to accept, promote effect of a good purpose. Only through such efforts, to further tap the potential of public service ads, and expand the effectiveness of public service advertising campaign, a good social values ​​for the formation of public opinion to create a good atmosphere.


3.2 to further strengthen the propaganda of environmental protection, enhance the influence of mass media
According to the survey, to promote environmental awareness in all the transmission problems, the school received the highest level of Education, mass media followed. The concept of environmental protection influence for most college students, and is neither a "school" is not "mass media", and is a "citizen's own." For the present, "the mass media propaganda efforts in environmental protection to" the survey, 95.1% of that has been the lack of media publicity, the media play the role is still far from sufficient. Therefore, the mass media need to further strengthen promotion of environmental protection, to fully tap the social function of the media, to help achieve the advocacy of environmental protection to create a social atmosphere.

In addition, the credibility of the media are greatly influenced to some extent the effect of transmission of values. Survey. Only 9% of respondents believe that the media trustworthy, and 83% of the students held the audience for mass media "sometimes reliable, sometimes not credible "attitude, and another 8% of people believe that the media is false credible.

If the media Information to improve the acceptance and recognition of the extent, required �� media itself off. To ensure that all aspects of information dissemination true and effective, establish a good media image may be an important task of the current. Because of any cause have stressed that "sustainable development" Today, only the strong media credibility is the "core competencies", and only to the credibility of a solid backing in order to produce a greater media impact.


3.3 Internet media advocacy role in environmental protection should not be ignored on the lack of
According to China Internet Network Information Center of the statistical report, as of June 2005, 30, the total number of Internet users in China reached 10.3 billion, second only to the United States. And students access to the Internet as one of the world's first people, the Internet is no longer simple media, more integrated into their lives. for the values ​​of the students have not yet fully formed, how they use the Internet for positive guidance, should be given adequate attention.

In this survey, 92% of respondents said they use the network every day more than 30min, but only 5.2% of the respondents believe that the environmental advocacy network publicity enough. Network in this increasingly powerful media environmental aspects of the publicity it has had no small loss. Thus, to maximize the power of online media, new advantages of using the Internet will promote environmental protection concepts in place, which promote the improvement of the quality of our nationals. Links to Research Papers Download Center http://www.hi138.com