Abstract: The 18th and 19th CPC National Congress have pointed out that the ecological civilization construction contributes to contemporary times and brings benefits for future generations. The 19th CPC National Congress further pointed out that ecological civilization construction must be led by the government, with society cooperation, public participation and legal guarantee. The introduction of Measures for Public Participation in Environmental Protection provides a strong institutional guarantee for public participation in environmental protection, but the degree of public participation is related to many factors. In encouraging the public to participate in the construction of ecological civilization, the government can make use of the new media as a consultation platform, improving the response ability of the new media, so as to provide protection for the public participation in the construction of ecological civilization;the public can take advantage of the interactive new media platform to further enhance its ecological awareness and to protect the ecological environment;the environmental protection organizations can promote the growth of NGO with the help of new media.

Key words: new media, public participation, ecological civilization construction, environmental protection, direction of public opinion, NGO for environmental protection