Abstract: The cause of the imbalance in the new media coverage of the current rural river chief system issue is clarified that the reporter is affected by the effect of the third person, and the current rural residents' new media usage habits are analyzed. Faced with reports on environmental issues, new media should do a better job of constructing rural issues and grasp the discourse framework so that the public can effectively participate in rural governance issues such as the river chief system, and promote the overall progress of rural water environmental governance and the comprehensive development of farmers.

Key words: environmental communication, rural river chief system, new media construction, optimization strategy