社会资本视角下微博公益行动研究
发布时间：2018-08-12 07:57
【摘要】：微博作为一种社会化媒体以全新的技术和传播方式迅速成为互联网上的热门应用。经过几年的发展,它正在构建一个不断壮大的社会网络。社会资本正是一种在社会网络内以人际关系为核心的资本形式,社会资本的多少意味着在这个社会网络中能够动员和获取资源的强弱。2010年以来,随着微博慢慢渗透到我们的生活,一种新型的公益活动形式一一微博公益行动也随之兴起。它不在乎每个人在公益行动中的贡献程度,而是大力推崇人人参与的全民化公益精神,因而在短时间内深入人心。微博公益行动凭借其简便多样的形式,极富创造力的表现手法,加上社会化媒体独特的传播机制,能够将公益信息在短时间内传递出去,积聚中国不容小觑的网络群体力量,并且可以及时跟踪相关进程,与传统公益活动相比更具速度、力度、透明度等各方面优势。如今,日益发展的微博公益行动传递给大家一个非常简单,同时也非常重要的信息：在微博平台上,社会个体力量是可以在某种共识下团结壮大、共商合作、互帮互助的。这就是一种社会资本,对现今中国政治经济发展、对公民社会的建设、对社会团结与稳定有着非常积极的影响。 本研究正是基于这些事实基础之上,从传播学的角度出发,引入社会学中社会资本的理论框架探索了微博中的公益行动如何得到有效的开展,如何最大程度上积累社会资本并投入运作,并指出微博公益行动存在的问题和可行的发展方向。本文在结构安排上分为三个部分：首先对社会资本概念进行梳理,分析得出社会资本概念中内涵的四个核心方面。再结合微博社会化媒体特征比较发现微博以其传播机制获得更广更多样的社会网络,移植于现实的人际关系获得普遍社会信任,操作的迅速便捷获得更快更积极的社会参与,使得微博的社会资本与生俱来。其次对微博公益行动的现状,传播特征和已取得的社会效应详细介绍,并以此为依据重点分析了在微博公益行动中如何利用微博传播特征积累结构资源,如何在互动体验中积累关系资源,如何在共同愿景促使下积累认知资源。最后用社会资本中的规范意识重新审视微博公益行动在火热发展的背后存在的问题,提出制度化生存管理是可行的发展之道。
[Abstract]:As a kind of social media, Weibo has rapidly become a popular application on the Internet with new technology and dissemination. After several years of development, it is building a growing social network. Social capital is just a form of capital with interpersonal relationship as its core in social network. The amount of social capital means the ability to mobilize and obtain resources in this social network. With the Weibo gradually infiltrating into our life, a new form of public welfare activities-Weibo public welfare action also rose. It does not care about the contribution of each person in public action, but strongly promotes the spirit of universal participation, so it is popular in a short period of time. With its simple and diverse forms, extremely creative expression techniques and the unique communication mechanism of social media, Weibo Public Welfare Action can transmit public welfare information in a short period of time, and amass the network community strength that China should not underestimate. And can track the relevant process in time, compared with the traditional public welfare activities more speed, strength, transparency and other advantages. Nowadays, the growing Weibo public welfare action sends us a very simple and important message: on the Weibo platform, social individual forces can be unified and strengthened under some common understanding, working together and helping each other. This is a kind of social capital, which has a very positive influence on the political and economic development of China, on the construction of civil society and on social unity and stability. This study is based on these facts, from the perspective of communication, the introduction of social capital in sociology theoretical framework to explore how to effectively carry out public action in Weibo. How to accumulate social capital and put it into operation to the greatest extent, and point out the problems and feasible development direction of Weibo public welfare action. This paper is divided into three parts: firstly, the concept of social capital is combed, and the four core aspects of the connotation of the concept of social capital are analyzed. Combined with the characteristics of Weibo social media, it is found that Weibo obtains a wider and more diverse social network with its communication mechanism, transplanting to the real interpersonal relationship to gain universal social trust, and gaining faster and more active social participation in the rapid and convenient operation. Make the social capital of Weibo inborn. Secondly, the paper introduces the current situation, communication characteristics and social effects of Weibo in detail, and analyzes how to accumulate structural resources by using Weibo communication characteristics in Weibo public welfare action. How to accumulate the relationship resources in the interactive experience and how to accumulate the cognitive resources under the common vision. Finally, the problems behind the hot development of Weibo public welfare actions are re-examined with the normative consciousness in social capital, and the feasible way of development is to institutionalize survival management.
【学位授予单位】：上海社会科学院
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：G206
本文编号：2178426
[Abstract]:As a kind of social media, Weibo has rapidly become a popular application on the Internet with new technology and dissemination. After several years of development, it is building a growing social network. Social capital is just a form of capital with interpersonal relationship as its core in social network. The amount of social capital means the ability to mobilize and obtain resources in this social network. With the Weibo gradually infiltrating into our life, a new form of public welfare activities-Weibo public welfare action also rose. It does not care about the contribution of each person in public action, but strongly promotes the spirit of universal participation, so it is popular in a short period of time. With its simple and diverse forms, extremely creative expression techniques and the unique communication mechanism of social media, Weibo Public Welfare Action can transmit public welfare information in a short period of time, and amass the network community strength that China should not underestimate. And can track the relevant process in time, compared with the traditional public welfare activities more speed, strength, transparency and other advantages. Nowadays, the growing Weibo public welfare action sends us a very simple and important message: on the Weibo platform, social individual forces can be unified and strengthened under some common understanding, working together and helping each other. This is a kind of social capital, which has a very positive influence on the political and economic development of China, on the construction of civil society and on social unity and stability. This study is based on these facts, from the perspective of communication, the introduction of social capital in sociology theoretical framework to explore how to effectively carry out public action in Weibo. How to accumulate social capital and put it into operation to the greatest extent, and point out the problems and feasible development direction of Weibo public welfare action. This paper is divided into three parts: firstly, the concept of social capital is combed, and the four core aspects of the connotation of the concept of social capital are analyzed. Combined with the characteristics of Weibo social media, it is found that Weibo obtains a wider and more diverse social network with its communication mechanism, transplanting to the real interpersonal relationship to gain universal social trust, and gaining faster and more active social participation in the rapid and convenient operation. Make the social capital of Weibo inborn. Secondly, the paper introduces the current situation, communication characteristics and social effects of Weibo in detail, and analyzes how to accumulate structural resources by using Weibo communication characteristics in Weibo public welfare action. How to accumulate the relationship resources in the interactive experience and how to accumulate the cognitive resources under the common vision. Finally, the problems behind the hot development of Weibo public welfare actions are re-examined with the normative consciousness in social capital, and the feasible way of development is to institutionalize survival management.
【学位授予单位】：上海社会科学院
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：G206
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