Gong Ping, Wang Li, Liu Xiaolong, Wei Yigang
School of Economics and Management, Beihang University, Beijing, China.
Department of International Relations, School of Social Sciences, Tsinghua University, Beijing, China.
Energy Ecol Environ. 2022;7(6):614-629. doi: 10.1007/s40974-022-00251-8. Epub 2022 Jun 14.
The construction of a 'zero-waste city' is a flagship policy to accelerate the development of a green, low-carbon circular economy system in China. Enhancing social participation is an important dimension to evaluate the effect of 'zero-waste city' policy construction and an effective way to promote the full achievement of correct waste classification, management, and supervision of solid waste. Based on policy communication theory, this paper aims to take advantage of social media to quantitatively measure the environment policy communication effect and provide a comprehensive panoramic measurement from dynamic characteristics and trend, communication scope, attributes of communicators, and contents dimensions. Based on post data related to 'zero-waste city' on Weibo platforms from June 2018 to November 2020, this paper innovatively constructs a measurement system of environmental policy communication that combines social media data with social network analysis and text topic analysis. Results show that from the angle of communication trend, a 'zero-waste city' public environment policy is continuously promoted on social media with an increasingly growing volume and is a subject of wide concern for the public. This study confirms the value of social media data in assessing environment policy communication effect and presents several policy implications: Government departments should strengthen environmental policy communication by using Weibo and other social media tools to improve the public's attention toward the policy and increase their participation in environmental governance; focus on people's livelihood interest in policy communication content; strengthen the interaction of the public with the content of policies by using a popular and understandable public discourse system and encourage multiple social subjects to participate in policy communication and strengthen the communication of the 'zero-waste' cultural concept.
建设“无废城市”是中国加快发展绿色、低碳循环经济体系的一项标志性政策。增强社会参与度是评估“无废城市”政策建设成效的一个重要维度，也是推动全面实现正确垃圾分类、管理及固体废弃物监管的有效途径。基于政策传播理论，本文旨在利用社交媒体对环境政策传播效果进行量化测度，并从动态特征与趋势、传播范围、传播者属性以及内容维度等方面提供全面的全景式测度。基于2018年6月至2020年11月微博平台上与“无废城市”相关的帖子数据，本文创新性地构建了一个将社交媒体数据与社会网络分析和文本主题分析相结合的环境政策传播测度体系。结果表明，从传播趋势来看，“无废城市”公共环境政策在社交媒体上得到持续推广，传播量日益增长，是公众广泛关注的话题。本研究证实了社交媒体数据在评估环境政策传播效果方面的价值，并提出了几点政策建议：政府部门应利用微博等社交媒体工具加强环境政策传播，提高公众对政策的关注度，增强其参与环境治理的积极性；在政策传播内容上关注民生利益；运用通俗易懂的大众话语体系加强公众与政策内容的互动，鼓励多元社会主体参与政策传播，并强化“无废”文化理念的传播。
