基于社会化媒体的公益活动研究

发布时间：2018-06-17 13:38

本文选题：社会化媒体 + 公益活动　；参考：《中国社会科学院研究生院》2012年硕士论文

【摘要】：“社会化媒体”(Social Media)是“依托数字技术、互联网络技术、移动通信技术等新技术，旨在为用户提供有效互动的传播媒介”。微博是基于关系的社会化媒体和基于内容分享的社会化媒体两种分类之间的“基于用户关系的信息分享、传播以及获取平台”。微博用户行为的特殊性使得其成为公益活动的发展的一个平台。本文在公民社会理论及场域理论的基础上，运用质性研究和多址民族志的研究方法，对社会化媒体公益活动的实例进行分析，并总结其成败原因，为社会化媒体公益活动提供了分析方法。社会工作专业的使命是回应社会需要。在信息化社会中，要快速回应社会需要，社会工作者需要掌握社会化媒体以应对社会问题和满足社会的需要，而如何运用社会化媒体发起和组织公益活动则是社会工作专业面对的新议题，研究所发现的社会化媒体场域中社会工作助人活动的有效路径，对社会工作专业运用社会传播的新手段快速回应社会需要，对社会危机事件进行快速介入提供了新途径。研究发现对拓展社会工作的服务手段和服务方法具有启示意义。本文提出了社会化媒体场域的概念和助人活动场域的四元分类，从网络社会的分析角度应用场域理论，丰富了该理论的研究视角。同时，运用公民社会理论对作为一种社会网络的社会化媒体进行分析，解释社会化媒体公益活动产生的原因，回应了我国公民社会建设发展的理论需求，也在一定程度上补充了互联网用户行为的理论研究。本文提出“社会化媒体场域”的概念，，有助于未来对社会化媒体公益活动的研究。
[Abstract]:"Social media" (Social Media) is "based on digital technology, Internet technology, mobile communications technology, and other new technologies to provide effective interactive media for users." micro-blog is a "relationship based information sharing" between two categories of social media based on relations and social media based on content sharing, Communication and acquisition platform. The particularity of micro-blog's user behavior makes it a platform for the development of public welfare activities.
On the basis of civil society theory and field theory, this paper analyzes the examples of social media public welfare activities by using qualitative research and multi address ethnography, and summarizes the reasons for its success and failure, and provides an analytical method for social media public welfare activities. The mission of social work is to respond to social needs. In society, in order to respond quickly to social needs, social workers need to master social media to cope with social problems and meet the needs of society. And how to use social media to initiate and organize public welfare activities is a new topic for social work. The effect path is a new way to quickly respond to the social needs of social work and the rapid intervention of social crisis events.
This paper puts forward the concept of the social media field and the four element classification of the field of the helping activity field. The field domain theory is applied from the perspective of the analysis of the network society, which enriches the perspective of the theory. At the same time, it analyzes the social media as a social network by using the theory of civil society to explain the origin of the social media public welfare activities. In response to the theoretical needs of the construction and development of civil society in China, the theoretical research on the behavior of Internet users is supplemented to a certain extent. The concept of "social media field" is proposed in this paper, which is helpful to the research of social media public welfare activities in the future.
【学位授予单位】：中国社会科学院研究生院
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：C916

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