本研究立足于当前日益严峻的全球环境议题，聚焦媒介技术之于中国环境治 理的作用和意义。随着信息技术的发展，尤其是社交媒体的广泛应用，传统的环 境治理模式和参与机制正经历着前所未有的变革。社交媒体以其快速、便捷、互 动的特性，为公众参与环境保护提供了新的平台和方式。农村社区作为中国环境 治理的重要实践场域，其环境问题不仅关系到农业生产和农民生活质量，也是国 家环境政策实施的关键领域。然而，相比城市，农村社区在信息获取、资源配置 和公众参与方面存在诸多不足，这些问题制约了环境治理的效率和效果。

本研究的研究目的是理解社交媒体在农村社区环境治理中的应用及其影响， 揭示其在促进社区环保行动、增强政府与社区互动中的角色与不足，并提出改善 策略。通过对 S 社区居民的观察与访谈，研究覆盖了社交媒体在环境治理中的多 方位作用，包括信息传播、公众动员、政府反馈机制等方面。所采用的研究方法 主要包括参与式观察和半结构化深度访谈，覆盖了社区居民、社区工作人员与政 府官员，确保了数据的丰富性和多样性。通过实地考察与互动，收集了大量一手 资料，为研究提供了坚实的实证基础。

研究结果显示，社交媒体作为信息传播和社区动员的平台，对提升社区居民 的环保意识、增加公众参与度和促进社区与政府之间的互动具有积极作用。社交 媒体通过提高环境议题的可见性和讨论性，提高了社区成员的环境意识和参与度。 社区居民通过社交媒体分享信息、讨论议题并组织行动，有效地推动了环境治理 的居民参与。然而，社交媒体存在着平台中信息泛滥、使用者媒介素养不均、个 体间媒介使用习惯的差异等问题，这些问题在一定程度上制约了社交媒体在环境 治理中的潜力，也在一定程度上削弱了社交媒体在环境治理中的效用。

研究结论指出，社交媒体在促进农村社区环境治理中扮演着重要角色，但其 效果受到社区内部结构、居民媒介素养以及政府参与度等多重因素的影响。研究 建议通过加强媒介素养教育、整合传统人际关系和扩展信息传播渠道等措施，提 升社交媒体在环境治理中的应用效果。

This study is grounded in the context of the increasingly severe global environmental situation, focusing on the role and significance of media technologies in China's environmental governance. With the advancement of information technology, particularly the widespread use of social media, traditional environmental governance models and participation mechanisms are undergoing unprecedented transformations. Social media, with its rapidity, convenience, and interactivity, provides a new platform and approach for public engagement in environmental conservation. Rural communities, as significant arenas for the practice of environmental governance in China, face environmental issues that not only affect agricultural production and the quality of life for farmers but are also crucial areas for the implementation of national environmental policies. However, compared to urban areas, rural communities have numerous shortcomings in information access, resource allocation, and public participation, which constrain the efficiency and effectiveness of environmental governance.

This research aims to delve deeply into the application and impact of social media on environmental governance in rural communities, intending to unveil its role and limitations in fostering community environmental actions and enhancing government- community interactions, and to propose strategies for improvement. Through observations and interviews with residents of the S community, the study encompasses the multifaceted role of social media in environmental governance, including aspects such as information dissemination, public mobilization, and government feedback mechanisms. The research methodologies primarily involve participatory observation and semi-structured in-depth interviews, covering community residents, community workers, and government officials, ensuring the richness and diversity of the data. Through field visits and interactions, a substantial amount of primary data was collected, providing a solid empirical foundation for the study.
The study findings demonstrate that social media, functioning as a platform for information dissemination and community mobilization, exert a positive influence on enhancing environmental awareness among community residents, increasing public participation, and facilitating interaction between communities and governmental entities. Social media amplifies the visibility and discuss ability of environmental issues, thereby fostering environmental consciousness and engagement among community members. Community residents utilize social media to share information, deliberate on issues, and coordinate actions, effectively driving societal involvement in environmental governance. Nevertheless, the characteristics inherent to social media also give rise to challenges such as information overload, disparities in media literacy among users, variations in individual media usage habits, and other disparities, which to a certain extent constrain the potential of social media in environmental governance, thereby diminishing its efficacy in this domain.

The conclusions of the study highlight that social media plays a significant role in advancing environmental governance in rural communities, yet its effectiveness is influenced by multiple factors, including the internal structure of the community, residents' media literacy, and the level of government involvement. The study suggests enhancing the application effect of social media in environmental governance through measures such as strengthening media literacy education, integrating traditional interpersonal relations, and expanding information dissemination channels.