As an environmental issue, the production of river chiefs involves complex linkages among various actors in the new media environment. This study selects three types of new media platforms as the research objects, and based on actual data, takes reports on the issue of the river chief system from People’s Daily Online, China Ecological Civilization Network and Weibo Da V as samples, and establishes a research model based on actual data to discuss the current situation and problems of the construction process of the three types of river chief system issues, and analyze the process of the new media’s construction of the river chief system issues. The study found that the issue-building capabilities and methods of the three new media actors complement each other, and each has its own emphasis. On this basis, the study believes that as a media actor, new media should play the role of mediating perception and exercise the function of mediating behavior, so as to better exert its own function, so that the actions of multiple actors can be coordinated and promote the issue of the river chief system efficient construction and dissemination.