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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 protection is an important part of environmental sustainable development and an effective way to promote sustainable development. It has drawn wide attention from academia. At present, the actual performance (actual effect) of environmental communication activities is very low or even vague and has become an urgent problem to be solved. Based on the literature review, the article focuses on the analysis of the internal mechanism of environmental communication and constructs the theoretical framework of performance evaluation and puts forward the index system of environmental performance evaluation. There are four stages in theory: cognitive diffusion stage, belief formation stage, behavioral shaping stage and value stage. Specific performance measurement factors include: consciousness performance - perception, attitude, self-efficacy, individual communication awareness and behavior performance - Memory, acceptance, self-action, others follow.