Green Information Communication in Contemporary China: A 5W Model Perspective

WU Qiyue

Abstract

Drawing on Lasswell’s 5W communication model, this study conducts a systematic analysis of green information communication mechanisms in contemporary China. The findings indicate that in terms of communicators, green communication has shifted from being dominated by government and mainstream media to a more collaborative, multi-actor framework. In terms of content, it has expanded from a “problem-oriented” focus to encompass value guidance and the promotion of sustainable lifestyles. Regarding communication channels, traditional media and digital platforms now operate in parallel, with social media and short-video platforms emerging as key arenas. At the audience level, the public has gradually transformed from passive recipients into active participants and co-creators. In terms of effects, green communication not only enhances public awareness of environmental risks and recognition of ecological values but also promotes practical behaviors such as low-carbon travel, waste sorting, and green consumption. Overall, the study demonstrates that in the digital era, green communication is characterized by interactivity and practice orientation, playing a vital role in advancing ecological civilization and sustainable development.

Keywords

Green communicationLasswell's 5W modelDigital mediaChinaEnvironmental awarenessPractice-oriented engagement

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