商务传媒学院知识库

近年来，伴随着社会经济的持续增长和工业化进程的推进，人类对自然资源的开发程度也逐步加深，很多类似于大气污染、土地荒漠化、水资源枯竭等的环境问题开始凸显，严重制约了社会的可持续发展，同时还会影响人们的健康，危害人类的生命财产安全。环境传播作为环境治理过程中的一个重要环节，开始得到各界的重视。如何更好地进行环境传播，探索新的环境传播发展道路，实现环境传播可持续发展成为亟待解决的问题。“蚂蚁森林”作为一个相对成熟的环境传播产品，在环境传播中采用了游戏化传播策略，是一个有创新意义的举措。

 本课题将“蚂蚁森林”作为个案研究对象，研究游戏化传播策略在环境传播领域的应用。在对相关概念和文献进行检索、查阅和梳理之后，对我国环境传播的现状以及游戏化传播策略在各个领域的应用有了较为充分的了解，对有关资料进行整理归纳，形成了较为全面的认识。本文首先从环境传播的游戏化策略制定依据入手，分析了在当前社会背景下，传统环境传播的局限性、网络用户特点和环境传播理念与游戏化策略相契合三个方面都使环境传播具备引入游戏化要素的条件。之后，对“蚂蚁森林”这一使用游戏化策略进行环境传播的典型案例进行剖析，总结了游戏化引入环境传播需要遵循的原则，从触发参与、深化参与、巩固参与三个阶段分析了游戏化传播策略在“蚂蚁森林”的环境传播中是如何得到运用的。课题研究的最后，针对环境传播仍存在的问题进行思考，并提出优化建议。

环境传播工作的开展对我国环境治理事业和生态文明建设具有重要意义，环境的恢复是一个非常缓慢的过程，这就需要媒介环境传播向公众提供环境信息，普及环保知识，调动公众参与环保行动的积极性。本课题对环境传播的游戏化策略研究对创新我国环境传播的传播模式，促进公益环保事业的发展都具有一定的参考价值，并为后续相关研究提供了新的思路。

Recently, along with the continuous growth of the social economy and the advancement of industrialization. Human's development in the natural resources are gradually deepened, many similar to atmospheric pollution, land desertification, water resource depletion and other environmental problems began to highlight. Severely restricts the sustainable development of society. At the same time also can affect people's health, harm to human life and property safety. As an important link in the process of environmental governance, environmental communication begins to get attention from all walks of life.How to better carry out environmental communication, explore a new development path of environmental communication, and achieve sustainable development of environmental communication has become an urgent problem to be solved.As a relatively mature product of environmental communication, "Ant Forest" adopts gamification communication strategy in environmental communication, which is an innovative measure.

This topic takes "Ant Forest" as a case study object to study the application of gamified communication strategy in the field of environmental communication.After searching, consulting and sorting out relevant concepts and literature. I have a relatively full understanding of the status quo of environmental communication in China and the application of gamification communication strategy in various fields. And have formed a relatively comprehensive understanding by sorting out and summarizing relevant materials. This paper starts from the basis of gamification strategy formulation of environmental communication, and analyzes the limitations of traditional environmental communication, characteristics of network users and the compatibility of environmental communication concept and gamification strategy in the current social background, which all make environmental communication have the conditions to introduce gamification elements. After use of "forest" ant the gaming strategy analyzes the typical cases of spread in the environment, summarizes the gaming is introduced into the environment needed to follow the principle of transmission. From the trigger participation, deepening, consolidate the three stages of participation game communication strategies are analyzed in the propagation environment of "Ant Forest” is how to get used. At the end of the research, the problems of environmental communication are considered and optimization strategies are put forward.

The development of environmental communication is of great significance to Chinese environmental governance and ecological civilization construction. The restoration of the environment is a very slow process, which requires media environmental communication to provide environmental information to the public, popularize environmental protection knowledge, and mobilize the enthusiasm of the public to participate in environmental protection actions. The study of gamification strategy of environmental communication in this topic has certain reference value for the innovation of the communication mode of environmental communication in China and the promotion of the development of public welfare and environmental protection undertakings. No follow-up studies have provided new ideas.