The year of 2018 saw massive coverage of rural environment as the rural living environment improvement campaign went off to a good start. The Green Rural Revival Programme of Zhejiang province was widely acclaimed and inspired many other places. Examples of beautiful villages attracted great attention，and the “combination of good production，beautiful environment and comfortable life” has become a buzz term. Despite such progress，rural pollution from industry and mining is still common，and heated debate was observed on fishery pollution incidents. In terms of information dissemination approaches，mainstream media’s confidence was shored up as they made more integrated use of traditional and emerging new platforms. As the rural environment is improved，more attention needs to be paid by the government to people’s concerns about their livelihood. The government also needs to be careful not to make improper comments on hot issues，which may in itself trigger heated debate.