动护工作中的媒体传播.pps

动物保护工作中的媒体传播MediaPublicityinAnimalProtectionWork,达尔问自然求知社DarwinNaturalKnowledgeUnion(orDarvin)刘慧莉HuiLiLiuQQ：63251914,成立于2009年4月，注册于北京市朝阳区民政局。FoundedinApril2009,registeredatCivilAffairsAdministrationofChaoyangDistrict,Beijing下设求知中心、调查中心、检测中心。IncludingKnowledgeCenter,InvestigationCenterandTestCenter运作“自然大学”：“主动求知，助人成事”OperatorofNaturalUniversity:“ActivelyPursuingKnowledge,HelpingPeopleAchieve”,中国环保组织的四大使命4missionsofChineseenvironmentalprotectionorganizations,第一、传播真相1.Lettingthetruthknown第二、救死扶伤2.Rescuingandsupporting第三、监督社会3.Watchingthecommunities第四、才是公众倡导（植树、观鸟、捡垃圾）4.Publicadvocating(planting,birdappreciation,garbagecollection)冯永锋，达尔问创办人YongFengFeng,founderofDarwinNaturalKnowledgeUnion,中国人的动保：从“遥远”走向“身边”AnimalprotectionbyChinese:from“distant”to“close”,全民动保：正在从“遥远”的野生动物保护，走向“身边”的（非）野生动物保护。Animalprotectionbythewholepopulation:shiftingfrom“distant”wildanimalprotectiontowards“close”non-wildanimalprotection从：大熊猫、藏羚羊From:giantpandas,Tibetanantelopes到：拦截/抢救猫、狗伴侣动物事件；该不该吃狗、吃猫的媒体/公众大讨论；关注动物园、马戏团动物牢笼、挨饿、挨打、游客虐待；反对/解救活熊取胆。To:stopping/rescuingcompanioncat/dogincidents;media/publicdebateonwhethertoeatdogs/cats;attentionsoncaging,starving,beatingandvisitorabusingofanimalsatzoosandcircuses;protestofbearfarmingforbileandrescueofbears.,“濒危动保”仰赖“常见动保”ProtectionofEndangeredAnimals“countingon”thatofRegularAnimals,事例：2010年年底，环保部举办环境记者年会，第一道菜即是鱼翅羹，但仅引起极个别的记者的反感，大多数环境记者都品尝了“禁品的美味”Incident:thefirstdishservedattheannualgatheringofenvironmentaljournalistshostedbyMinistryofEnvironmentalProtectionattheend2010,wasstewedsharkfin;whilesomeparticularjournalistshatedit,mostofthemtastedthe“forbiddentreat”;,点评：身边的生不爱（不认），身边的死不痛，说反对鱼翅，经不住一诱，艳试这人人叫停的究竟是怎样的美味？Comment:havingnoloveforthelivingandnosympathyforthedeath,thosepeopletakesharkfinprotestintheformofmouthtalknotmouthtaste.,中国动保组织的五大使命5missionsofChineseanimalprotectionorganizations:,第一步：传递真相-争取中间人；1.Lettingthetruthknow-winningtheneutralpopulation;第二步：干预伤害-借事件说话（重建价值观）；2.Interveninginharms-advocatethroughincidents(rebuildvaluesystem);第三步：监督执法-打通野生动保第五步：公众倡导-以上每一步，均留出公众参与的空间；5.Publicadvocating-engaingpublicparticipationinallofforegoingsteps,达尔问的工作方式WorkingapproachesatDarwin,求知中心KnowledgeCenter自然大学-五大学院NaturalUniversity-5colleges-动物保护：鸟兽学院（户外活动有理论无实践的学术专家；Academicexpertswiththeoriesandnofieldexperience;不强求经验，更注重主动性Focusedoninitiativemorethanexperience,议题的核心价值CoreValuesofTopics,承接公众好奇Relatingtopubliccuriosity接引象牙塔内外Connectingbetweeninandoutsideofivorytowers给“答案”与“问题”做媒Answeringquestions为良好创意递送讲台与听众Givinggreatideasastageandanaudience,不错过每一个活靶Dontmissany“movingtarget”推动隐形问题的显性化Exposetheinvisibleproblems打通人群，能量交融Mobilizepeopleandconvergeenergies,选题原则Topicselectionprinciples,案例：三花京穗沪三地放映会Case:SanHua(ThreeFlowersliterally)playedinBeijing,GuangzhouandShanghai,举报猫贩伪造国家公文罪-两轮媒体座谈失败Reportingtheviolationofcatmongersfabricatingstatedocuments-2mediapanelsfailed恰逢三花纪录片出炉JustwhenthedocumentarySanHuawasreleased艾未未工作室+首映会+举报行为+现有法律框架讨论禁吃猫肉=媒体推进起死回生AiWeiWeiStudio+premier+reportingbehaviors+currentlegalframeworktodebatetheprohibitionofeatingcatmeat=resumingthroughfacilitationofmedia揭露猫肉涉及严重的食品安全Exposingtheseriousfoodsafetyconcernswithcatmeat鼓励学习现有法律框架Encouragingthestudyofcurrentlegalframework鼓励举报无证经营的猫肉餐馆Encouragingthereportingofunlicensedrestaurantsservingcatmeat,案例：春晚金鱼魔术Case:thegoldfishmagicshowattheNewYearNightGala,全国影响力；媒体报道失察，提供行动空间：Nationalinfluences;oversightsinmediareports,affordingroomforactionsA：网民猜测虐鱼谜底，媒体报道没有“动保信息”配套解读；Netizensspeculatefishabuse;mediareportslackinginterpretationof“animalprotectioninformation”;B：元宵节再次上演，媒体报道对虐鱼模仿者无规劝；ContinuedshowattheLanternFestivalGala;mediareportsfailedtotargetthefishabusers;C：所有的媒体报道没有动保组织的立场；Allmediareportslackedthepositionofanimalprotectionorganizations.层层信息递送后，魔术师最后声明，动保理念成长显著。Magicianmadeanannouncementaftergettingtheinformationultimatelythatanimalprotectionhasgrownremarkably.,金鱼魔术案例的启发InspirationsoftheGoldfishMagicshow,动物伤害方-对手，越强大，越有利媒体操作；Animalharminflictor-thestrongertheopponent,themorefavorableformediacapitalization;推“活靶”所需：敏锐捕捉；Boosttheneedsof“movingtargets”:acutecapture不费力的素材整理（前人功劳）；Easierconsolidationofmaterials(heritagesofpredecessors)把握公众关注黄金期；Graspthepremierphaseofpublicattentions;微博互动及时用（图文）；Promptutilizationoftheinteractivemicroblogging(withillustratedliterature),推动非“活靶”：公益组织立命所在Promotenon-”movingtargets”:thebottomlineofNGOs,直面各类伤害，收集真相；Facevariousharmsdirectlytocollecttruths;数据搜集，随时备用突破；Gatherdataforbackup;敏锐捕捉相关议题，一触即发；Capturerelevanttopicsforcapitalization突破口千载难逢，需要行动组织牢牢把握，专业且力求锐利。Organizationsshouldtakeafirmgraspoftheunprecedentedopportunitiesforbreakthrough,beprofessionalandacute.专业与锐利难兼顾时，行动力第一；Actionscomefirst,whilekeepingprofessionalandsharp专业互助。Professionalmutualassistances,向大家请教！Yourcomments,