体验式公益活动的传播研究
发布时间：2018-07-17 00:44
【摘要】：“冰桶挑战”风靡美国,于2014年8月传递到中国,大家用冰水把自己浇个“透心凉”上传视频并在微博上进行点名接力,为渐冻人这类罕见病患者募捐。这项充满乐趣的公益活动在短时间内获得巨大关注,美国总统奥巴马、俄罗斯总统普京都参与其中,我国也有大量的明星、企业大佬积极参与。类似的体验式公益活动越来越多,比如1971年,为埃塞俄比亚的饥民举行的“饥谨三十”的饥饿体验活动；中国扶贫基金会在世界粮食日10月16日和首个国家扶贫日10月17日期间开展的“饥饿24小时全民公益活动”；2014年6月6号,凯德集团举办的“一起·善行”的体验式公益活动。人们普遍认为,以冰桶挑战为代表的体验式公益活动不仅强调体验和参与,也注重新媒体和传统媒体的共振效应,创新了公益传播模式同时也推动了公益活动常态化的发展。因此,探究体验式公益活动的传播过程是具有研究价值的选题。 本文采用数据分析和个案分析法,通过文献综述、案例整理等方式追溯体验、公益的发展历史,并界定体验式公益的传播内涵,以冰桶挑战为例。分析体验式公益传播过程中的传播主体、传播内容、传播形式、传播效果四个方面,研究体验式公益传播的优势及存在的问题,同时以游戏理论分析体验式公益活动传播的优势所在,最后对体验式公益未来发展提出对策和建议。
[Abstract]:Ice Bucket Challenge became popular in the United States and was passed to China in August 2014, where people poured themselves into a "cool" video with ice water and ran a roll call relay on Weibo to raise money for people with rare illnesses such as people who had been frozen. In a short period of time, the public welfare activity full of fun has received great attention. Us President Barack Obama and Russian President Vladimir Putin are all involved in it. Our country also has a large number of stars and corporate leaders. Similar experiential commonweal activities are increasingly common, such as the "Hunger 30" experience for hungry people in Ethiopia in 1971; The China Foundation for Poverty Alleviation, on World Food Day on 16 October and the first National Poverty Alleviation Day on 17 October, "Hunger 24 hours for all Public good"; June 6, 2014, Cade Group organized the "together good" experience of public welfare activities. It is generally believed that the experiential public welfare activities, represented by the ice bucket challenge, not only emphasize experience and participation, but also emphasize the resonance effect of new media and traditional media, thus innovating the mode of public welfare communication and promoting the development of commonweal activities on a regular basis. Therefore, the spreading process of exploratory and experiential public welfare activities is a topic of research value. This paper uses data analysis and case analysis, through literature review, case collation and other ways to trace the development history of public welfare, and define the connotation of the dissemination of experiential public welfare, taking the ice bucket challenge as an example. This paper analyzes the main body, content, form and effect of experiential public welfare communication, and studies the advantages and problems of experiential public welfare communication. At the same time, it analyzes the advantages of experiential public welfare activities by game theory, and finally puts forward some countermeasures and suggestions for the future development of experiential public welfare.
【学位授予单位】：天津师范大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G206;D632.9
本文编号：2128277
[Abstract]:Ice Bucket Challenge became popular in the United States and was passed to China in August 2014, where people poured themselves into a "cool" video with ice water and ran a roll call relay on Weibo to raise money for people with rare illnesses such as people who had been frozen. In a short period of time, the public welfare activity full of fun has received great attention. Us President Barack Obama and Russian President Vladimir Putin are all involved in it. Our country also has a large number of stars and corporate leaders. Similar experiential commonweal activities are increasingly common, such as the "Hunger 30" experience for hungry people in Ethiopia in 1971; The China Foundation for Poverty Alleviation, on World Food Day on 16 October and the first National Poverty Alleviation Day on 17 October, "Hunger 24 hours for all Public good"; June 6, 2014, Cade Group organized the "together good" experience of public welfare activities. It is generally believed that the experiential public welfare activities, represented by the ice bucket challenge, not only emphasize experience and participation, but also emphasize the resonance effect of new media and traditional media, thus innovating the mode of public welfare communication and promoting the development of commonweal activities on a regular basis. Therefore, the spreading process of exploratory and experiential public welfare activities is a topic of research value. This paper uses data analysis and case analysis, through literature review, case collation and other ways to trace the development history of public welfare, and define the connotation of the dissemination of experiential public welfare, taking the ice bucket challenge as an example. This paper analyzes the main body, content, form and effect of experiential public welfare communication, and studies the advantages and problems of experiential public welfare communication. At the same time, it analyzes the advantages of experiential public welfare activities by game theory, and finally puts forward some countermeasures and suggestions for the future development of experiential public welfare.
【学位授予单位】：天津师范大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G206;D632.9
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