我国微博公益传播发展研究

发布时间：2018-04-06 03:11

本文选题：微博公益　切入点：发展阶段　出处：《新疆大学》2016年硕士论文

【摘要】：如今,伴随着互联网的快速发展,通过微博进行公益传播的形式在我国发展已有六个年头,一方面促进了“全民公益”理念被大众认识、理解和接受,推动了“轻公益”这种全新公益理念的传播和发展;另一方面重塑了我国公益慈善组织的形象,提升了公益组织的公信力。本文将我国微博公益传播的发展分为两个阶段,第一阶段是以“免费午餐”项目为代表的“全民公益”时代,此阶段的微博公益传播更多的是在大众心里根植“全民公益”理念;第二阶段是以“冰桶挑战”活动为代表的“轻公益”时代,倡导通过更加轻松、轻便的方式进行公益传播。本文通过对这两个典型案例的分析,总结出微博公益传播在不同发展阶段在传播模式、传播过程、传播效果的差异。在我国微博公益传播发展的过程中,一些问题也日益凸显,阻碍了其快速发展和良性传播。本研究在对影响微博公益传播发展的动力机制进行分析、总结的基础上,对微博公益传播发展不同阶段的传播过程、效果进行分析,总结出了微博公益在发展中呈现出的特点,发现我国微博公益传播发展中存在内容失真、缺乏规范性、话题存在周期短等问题,并从传播主体加强公信力建设、及时跟进公益活动信息、多方监督共促公益传播健康发展等方面为公益传播的发展提供可行措施,力促我国公益事业健康、快速发展。
[Abstract]:Today, with the rapid development of the Internet, the form of public welfare communication through Weibo has been developing in China for six years. On the one hand, it has promoted the concept of "public good" to be recognized, understood and accepted by the public.It promotes the spread and development of the new concept of "light public welfare"; on the other hand, it reshapes the image of our country's charitable organizations and promotes the credibility of public welfare organizations.This paper divides the development of Weibo's public welfare communication into two stages. The first stage is the "public welfare" era, which is represented by the "free lunch" project.Weibo's public welfare communication at this stage is more rooted in the public mind of the "national public good" concept; the second stage is the "light public welfare" era represented by the "Ice Bucket Challenge" activity, advocating a more relaxed and portable way to spread the public good.Based on the analysis of these two typical cases, this paper sums up the differences in the mode, process and effect of public welfare communication of Weibo in different stages of development.In the course of the development of Weibo's public welfare communication, some problems have become increasingly prominent, which hinders its rapid development and benign communication.Based on the analysis of the motive mechanism that affects Weibo's development of public welfare communication, this study analyzes the communication process and effect of the different stages of the public welfare communication development of Weibo, and summarizes the characteristics of the public welfare communication in the development of Weibo.It is found that there are some problems in the development of Weibo's public welfare communication, such as distortion of content, lack of standardization, short period of topic, and so on, and strengthen the construction of public trust from the subject of communication, and follow up the information of public welfare activities in time.Multi-supervision promotes the healthy development of public welfare communication and provides feasible measures for the development of public welfare communication, and promotes the healthy and rapid development of public welfare in China.
【学位授予单位】：新疆大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：G206

【相似文献】