公共传播视角下的微公益传播机制研究

发布时间：2018-07-04 09:02

本文选题：微公益传播机制 + 公共传播　；参考：《辽宁大学》2017年硕士论文

【摘要】：历史上发生的每一次传播技术变革,都给人类和社会带来颠覆性的改变。网络社交媒体以它的公开及时性,互动性,低门槛性等传播优势给公益事业的发展提供了一个广阔的空间。从2011年揭开微公益序幕的“微博打拐”到淘宝公益到2014年微博上火热的冰桶挑战,再到现在流行的跑步公益,网络捐声公益以及公益直播,微公益向网民传播着微言大义,使微小的的感动和力量凝聚在一起筑成大爱,微公益自身也逐渐朝向常态化趋势发展。每一次的爱心善举都激发着当代中国人对于自我主体意识和公民精神的思考以及觉悟,都在调动着社会良善资源的重新赋予和分配。而这一切都是在新媒体出现之后才得以成为可能。微公益的出现转变了公众对于公益事业的态度,改变着中国公益慈善事业的格局,宣告了人人公益时代的到来。对微公益实现的动力机制和传播机制进行研究是本文的主要价值所在。文章首先探讨了社交媒体环境下微公益的内涵特征以及表现形式,之后对公共传播的内涵、特征以及对话机制进行分析,在此基础上以公共传播的视角对微公益传播实现的机制进行分析:先从媒介动因、社会动因、网民心理动因以及政策动因对其动力机制分析;然后从不同的主体,话题内容、多样化的传播形式对其传播的结构要素进行归纳分类,其中重点分析了微公益传播的路径:以“免费午餐”微公益传播的具体实例,通过文本分析、数据统计、案例分析等方法,从中整理出微公益的传播过程。从中得出:在整个微公益传播过程中,网络舆论领袖通过建构行动和情感框架主导着公益传播议题的发起和扩散,传播的持续推进则依靠于微博圈的弱关系联结和层级的裂变式传播以及传统媒体对于主流舆论的引导。这个过程引发了多方力量的线上围观和线下参与,激发了网民公民意识的觉醒以及良善资源的重新赋予,从而最终引发了政府的关注和介入,使得出台了制度化的政策来保障项目的持续进行。本文最后从公众的认知、态度、行为和政策层面总结了微公益的传播效果,对于其发展过程中存在的问题进行思考,以及对其持续性和专业性发展提出对策和建议。
[Abstract]:Every revolution in communication technology in history has brought about subversive changes to human beings and society. Network social media provides a broad space for the development of public welfare with its advantages of openness, timeliness, interactivity, low threshold and so on. From "Weibo", which began in 2011, to Taobao Public Welfare, to the hot ice bucket challenge on Weibo in 2014, to the popular running public welfare, the network donation public welfare and the public welfare broadcast, micro public welfare spread great meaning to Internet users. So that small moved and condensed together into a great love, micro-public interest itself gradually towards the trend of normalisation. Every kind act of love inspires the Chinese people to think and realize about the consciousness of self-subjectivity and the spirit of citizenship and to reassign and distribute the good resources of the society. All this was possible after the emergence of new media. The emergence of micro-public welfare changed the public attitude towards public welfare, changed the pattern of public welfare in China, and announced the arrival of the public welfare era. The main value of this paper is to study the dynamic mechanism and communication mechanism of micro-public welfare realization. This paper first discusses the connotation and manifestation of micro-public welfare in the social media environment, and then analyzes the connotation, characteristics and dialogue mechanism of public communication. On this basis, from the perspective of public communication, this paper analyzes the mechanism of micro-public welfare communication: first, from the media, social, Internet users and policy motivation; then from different subjects, topic content, The diversified forms of communication summarize and classify the structural elements of its communication, which focus on the analysis of the path of micro-public welfare communication: taking "free lunch" as a specific example of micro-public welfare communication, through text analysis, data statistics, Case analysis and other methods, from which to sort out the spread of micro-public welfare process. It is concluded that in the whole process of micro-public welfare communication, network opinion leaders lead the initiation and diffusion of public welfare communication issues through the construction of action and emotional framework. The continuous promotion of communication depends on the weak connection of the Weibo circle, the fission propagation of the hierarchy and the guidance of the mainstream public opinion by the traditional media. This process led to the online and offline participation of various forces, the awakening of the citizen consciousness of Internet users and the re-endow of good resources, which eventually caused the attention and intervention of the government. An institutionalized policy was introduced to ensure the sustainability of the project. Finally, this paper summarizes the communication effect of micro-public welfare from the aspects of public cognition, attitude, behavior and policy, considers the problems existing in the process of its development, and puts forward some countermeasures and suggestions for its sustained and professional development.
【学位授予单位】：辽宁大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：D632.9;G206

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