动物保护工作中的媒体传播Media Publicity in Animal Protection Work
达尔问自然求知社
Darwin Natural Knowledge Union(or Darvin)
https://www.doczj.com/doc/c818543789.html,
刘慧莉
HuiLi Liu
QQ：63251914
?成立于2009年4月，注册于北京市朝阳区民政局。
?Founded in April 2009, registered at Civil Affairs Administration of Chaoyang District, Beijing
?下设求知中心、调查中心、检测中心。
?Including Knowledge Center, Investigation Center and Test Center
?运作“自然大学”：“主动求知，助人成事”
?Operator of Natural University: “Actively Pursuing Knowledge, Helping People Achieve”
中国环保组织的四大使命
4 missions of Chinese environmental protection organizations
?第一、传播真相
? 1. Letting the truth known
?第二、救死扶伤
? 2. Rescuing and supporting
?第三、监督社会
? 3. Watching the communities
?第四、才是公众倡导（植树、观鸟、捡垃圾）
? 4. Public advocating (planting, bird appreciation, garbage
collection)
——冯永锋，达尔问创办人YongFeng Feng, founder of Darwin Natural Knowledge Union
中国人的动保：从“遥远”走向“身边”
Animal protection by Chinese: 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。
?Animal protection by the whole population: shifting from
“distant” wild animal protection towards “close” non-wild
animal protection
从：大熊猫、藏羚羊
From: giant pandas, Tibetan antelopes
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/rescuing companion cat/dog incidents;
media/public debate on whether to eat dogs/cats;
attentions on caging, starving, beating and visitor abusing of animals at zoos and circuses;
protest of bear farming for bile and rescue of bears.
“濒危动保”仰赖“常见动保”
Protection of Endangered Animals “counting on”that of Regular Animals
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: the first dish served at the annual gathering of environmental journalists hosted by Ministry of Environmental Protection at the end 2010, was stewed shark fin; while some particular journalists hated it, most of them tasted the “forbidden treat”;
?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: having no love for the living and no sympathy for
the death, those people take shark fin protest in the form of
mouth talk not mouth taste.
中国动保组织的五大使命
5 missions of Chinese animal protection organizations:
第一步：传递真相-争取中间人；
1. Letting the truth know-winning the neutral population;
第二步：干预伤害-借事件说话（重建价值观）；
2. Intervening in harms-advocate through incidents (rebuild value
system);
第三步：监督执法-打通野生动保&非野生动保群体；
3. Watching legal enforcement-channeling wild & nonwild animal
protection demographics;
第四步：促进立法-从反虐待到动保法；
4. Boosting legislation-from abuse protest to animal protection
law;
第五步：公众倡导-以上每一步，均留出公众参与的空间；
5. Public advocating-engaing public participation in all of
foregoing steps
达尔问的工作方式
Working approaches at Darwin
?求知中心
?Knowledge Center
自然大学-五大学院
Natural University-5 colleges
-动物保护：鸟兽学院（户外活动&室内讲座）
-animal protection: Birds & Beasts College (outdoor programs & indoor lectures)
?调查中心
?Investigation Center
-伤害事件调查&媒体协作发布
Investigation of harm incidents, info release with media
求知中心&调查中心
Knowledge Center & Investigation Center
?讲座：Lectures:
科普讲座、调研前期讨论会、后期发布会、媒体培训班、公民记者培训班Knowledge publicity lectures, early survey debates, later press conference, media training sessions, and citizen reporter training sessions
?调查：Investigations:
媒体、志愿者；
Media, volunteers;
有理论无实践的学术专家；
Academic experts with theories and no field experience;
不强求经验，更注重主动性
Focused on initiative more than experience
议题的核心价值Core Values of Topics
?承接公众好奇
?Relating to public curiosity
?接引象牙塔内外
?Connecting between in and outside of ivory towers ?给“答案”与“问题”做媒
?Answering questions
?为良好创意递送讲台与听众
?Giving great ideas a stage and an audience
选题原则Topic selection principles
?不错过每一个活靶
?Don’t miss any “moving target”
?推动隐形问题的显性化
?Expose the invisible problems
?打通人群，能量交融
?Mobilize people and converge energies
案例：《三花》京穗沪三地放映会
Case: San Hua (Three Flowers literally) played in Beijing, Guangzhou and Shanghai
?举报猫贩伪造国家公文罪-两轮媒体座谈失败
?Reporting the violation of cat mongers fabricating state documents-
2 media panels failed
?恰逢《三花》纪录片出炉
?Just when the documentary San Hua was released
?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
?AiWeiWei Studio+ premier+ reporting behaviors+ current legal
framework to debate the prohibition of eating cat meat= resuming through facilitation of media
?揭露猫肉涉及严重的食品安全
?Exposing the serious food safety concerns with cat meat
?鼓励学习现有法律框架
?Encouraging the study of current legal framework
?鼓励举报无证经营的猫肉餐馆
?Encouraging the reporting of unlicensed restaurants serving cat
meat
案例：春晚金鱼魔术
Case: the goldfish magic show at the New Year Night Gala
?全国影响力；媒体报道失察，提供行动空间：
?National influences; oversights in media reports, affording room for
actions
A：网民猜测虐鱼谜底，媒体报道没有“动保信息”配套解读；Netizens speculate fish abuse; media reports lacking interpretation of “animal protection information”;
B：元宵节再次上演，媒体报道对虐鱼模仿者无规劝；
Continued show at the Lantern Festival Gala; media reports failed to target the fish abusers;
C：所有的媒体报道没有动保组织的立场；
All media reports lacked the position of animal protection organizations.
层层信息递送后，魔术师最后声明，动保理念成长显著。
Magician made an announcement after getting the information ultimately that animal protection has grown remarkably.
金鱼魔术案例的启发Inspirations of the Goldfish Magic show
?动物伤害方-对手，越强大，越有利媒体操作；
?Animal harm inflictor-the stronger the opponent, the more favorable
for media capitalization;
?推“活靶”所需：敏锐捕捉；
?Boost the needs of “moving targets”: acute capture
不费力的素材整理（前人功劳）；
Easier consolidation of materials (heritages of predecessors)
把握公众关注黄金期；
Grasp the premier phase of public attentions;
微博互动及时用（图文）；
Prompt utilization of the interactive microblogging (with illustrated literature)
推动非“活靶”：公益组织立命所在
Promote non-”moving targets”: the bottom line of NGOs
?直面各类伤害，收集真相；
?Face various harms directly to collect truths;
?数据搜集，随时备用突破；
?Gather data for backup;
?敏锐捕捉相关议题，一触即发；
?Capture relevant topics for capitalization
?突破口千载难逢，需要行动组织牢牢把握，专业且力求锐利。
?Organizations should take a firm grasp of the unprecedented
opportunities for breakthrough, be professional and acute. ?专业与锐利难兼顾时，行动力第一；
?Actions come first, while keeping professional and sharp
?专业互助。
?Professional mutual assistances
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