从“悲情公益”和“快乐公益”看当代中国公益文化的变迁

发布时间：2019-02-28 09:51

【摘要】：20世纪90年代以来,中国内地的公益文化可以划分为两种理想类型,即"悲情公益"和"快乐公益",典型案例分别为"希望工程"和"多背一公斤"。"悲情公益"推崇无私奉献的价值理念,多以利他性动机为主,参与群体以中老年人为主,多采用间接式的参与方式,激励方式主要靠道德勉励,过程互动上表现为权威式互动,参与门槛较高,传播导向上偏重受助者的悲惨境遇,公益参与充满庄重与悲情格调。"快乐公益"奉行以人为本,讲求微行大益,表现出利己性与利他性结合的复杂动机,参与群体以青年人为主,多采用直接式的参与方式,更侧重个人精神满足,过程互动上表现为参与式,尊重受助者自身利益的表达,参与门槛较低,传播导向偏重施助者身心体验,公益参与轻松快乐。公益文化变迁是经济发展、技术进步以及国内外环境等多种因素共同影响的结果。
[Abstract]:Since the 1990s, the public welfare culture in mainland China can be divided into two ideal types, that is, "sad public welfare" and "happy public welfare". The typical cases are "Hope Project" and "one kilogram more" respectively. " "tragic public welfare" advocates the value concept of selfless dedication, mainly based on altruistic motivation, the majority of the participating groups are middle-aged and senior citizens, most of them adopt indirect participation mode, the incentive mode mainly depends on moral encouragement, and the interaction of process is authority-type interaction. The threshold of participation is high, the communication-oriented emphasis on the tragic situation of the recipient, public interest participation is full of solemn and tragic style. " "Happy public welfare" pursues people-oriented, micro-benefits, and shows a complex motivation of combining egoism and altruism. The participating groups are mainly young people, adopting more direct ways of participation, and paying more attention to individual spiritual satisfaction. The process interaction is participatory, respecting the expression of the self-interest of the recipient, the threshold of participation is lower, the communication-oriented emphasis on the physical and mental experience of the donor, and the public interest participation is relaxed and happy. The change of public welfare culture is the result of many factors, such as economic development, technological progress and environment at home and abroad.
【作者单位】：中国人民大学公共管理学院;
【基金】：中国人民大学行政管理国家重点学科资助项目;中国人民大学公共管理学院研究生科学研究基金项目“当代公益文化变迁研究”(2015004)
【分类号】：D632.9

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