流浪动物保护组织新媒体社会动员现象研究

发布时间：2018-02-12 07:45

  本文关键词： 新媒体 公益传播 网络动员 流浪动物保护　出处：《西北大学》2017年硕士论文　论文类型：学位论文

【摘要】：公益事业的发展,是解决社会矛盾、构建和谐社会必不可少的一个环节。公益事业涉及人们生活的方方面面,任何方面矛盾的忽视都不利于社会的均衡发展。随着物质生活水平的不断提高,更多人将饲养宠物作为一种生活方式或者精神慰藉。但由于部分人不负责任的丢弃宠物行为,使城市流浪动物的数量不断增加。流浪动物问题起源于动物福利,但引起的矛盾是动物与人、人与人之间的,如若长时间得不到解决,仍然会成为构建社会主义和谐社会道路上的一个隐患。许多爱心人士为了救助这些流浪动物纷纷联结在一起成立了流浪动物保护组织。为了维持组织的运营从而更好地开展流浪动物保护工作,爱心人士试图借助媒体的力量进行有效的社会动员。传统的媒介环境中,媒介资源全部属国家管理,普通个人和组织借助传统媒体发声的机会很少。随着科学技术的发展,以互联网为代表的新媒体成为当下社会公益组织传播公益理念的主要渠道,对于公益组织中的边缘群体——流浪动物保护组织,新媒体更是成为为组织发声、进行社会动员的重要工具。本文试图对此类边缘性公益组织的新媒体动员情况进行初步探讨,采用了文本分析与个案研究的方法,通过对陕西当地三个较有代表性的流浪动物保护组织利用新媒体进行社会动员案例的深入分析,探究公益组织是如何通过新媒体来实现社会动员的?具体的动员过程是怎样的?从而达到了怎样的传播效果?研究发现,在公益组织进行社会动员的过程中,新媒体一直贯穿始终。从最初日常的组织内部志愿者情感动员,形成有共同情感基础的人际关系网络;到活动进行过程中,新媒体以重要工具性支持的角色出现;以及在线上活动向线下扩展时,新媒体起到了跨组织动员的功能。同时,笔者还总结了公益组织在运用新媒体进行社会动员中的的局限和不足,针对这些局限和不足,尝试性的给出了一些优化策略,为今后的公益组织网络动员过程,提供一定的经验性借鉴。本文通过对新媒体的性质、传播特征以及其运用于社会动员运作中的机制的深入探讨,有助于民间公益组织更全面地了解新媒体的价值,在组织运营过程中更好的选择适合组织结构特点的新媒体类型,从而构建更加有效的网络动员传播模式,促进组织的良性发展,服务组织的目标,提高社会动员的效率,促进社会和谐。
[Abstract]:The development of public welfare is an indispensable link in solving social contradictions and building a harmonious society. Public welfare involves all aspects of people's lives. Any aspect of contradictory neglect is not conducive to the balanced development of society. With the constant improvement of material standard of living, more people regard keeping pets as a way of life or spiritual comfort. The problem of stray animals originated from the welfare of animals, but the contradiction between animals and people, between people, if not solved for a long time, It will still be a hidden danger on the road to building a harmonious socialist society. Many caring people have joined together to save these stray animals and set up a homeless animal protection organization. In order to maintain the operation of the organization, many people have set up a homeless animal protection organization. To better protect stray animals, In the traditional media environment, media resources are all under the management of the state, while ordinary individuals and organizations have few opportunities to speak out through traditional media. With the development of science and technology, The new media, represented by the Internet, has become the main channel for the public welfare organizations to spread the concept of public welfare. For the marginal groups in the public welfare organizations, the vagrant animal protection organizations, the new media has become the voice of the organizations. This paper attempts to explore the situation of new media mobilization of this kind of marginal public welfare organizations, and adopts the method of text analysis and case study. Through the in-depth analysis of three representative local stray animal protection organizations in Shaanxi Province using new media to carry out social mobilization cases, this paper explores how public welfare organizations achieve social mobilization through new media. What is the specific mobilization process? What kind of communication effect has been achieved? The study found that, in the process of social mobilization of public welfare organizations, new media has always been throughout. From the initial daily organization volunteers emotional mobilization, forming a network of interpersonal relationships based on common feelings; to the process of activities, The role of new media as an important tool to support; and when online activities expand offline, new media acts as a cross-organizational mobilization function. At the same time, The author also summarizes the limitations and shortcomings of public welfare organizations in the use of new media in social mobilization, aiming at these limitations and deficiencies, try to give some optimization strategies for the future public welfare organization network mobilization process. Through the thorough discussion of the nature of new media, the characteristics of communication and the mechanism of its application in the operation of social mobilization, this paper will help the non-governmental public welfare organizations to understand the value of new media more comprehensively. In the process of organization operation, we can better choose the new media type suitable for the characteristics of organizational structure, so as to build a more effective network mobilization and communication mode, promote the benign development of the organization, serve the objectives of the organization, and improve the efficiency of social mobilization. Promote social harmony.
【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：C913.7;G206
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本文编号：1505127