【摘要】：“冰桶挑戰(zhàn)”風(fēng)靡美國,于2014年8月傳遞到中國,大家用冰水把自己澆個(gè)“透心涼”上傳視頻并在微博上進(jìn)行點(diǎn)名接力,為漸凍人這類罕見病患者募捐。這項(xiàng)充滿樂趣的公益活動(dòng)在短時(shí)間內(nèi)獲得巨大關(guān)注,美國總統(tǒng)奧巴馬、俄羅斯總統(tǒng)普京都參與其中,我國也有大量的明星、企業(yè)大佬積極參與。類似的體驗(yàn)式公益活動(dòng)越來越多,比如1971年,為埃塞俄比亞的饑民舉行的“饑謹(jǐn)三十”的饑餓體驗(yàn)活動(dòng)；中國扶貧基金會(huì)在世界糧食日10月16日和首個(gè)國家扶貧日10月17日期間開展的“饑餓24小時(shí)全民公益活動(dòng)”；2014年6月6號,凱德集團(tuán)舉辦的“一起·善行”的體驗(yàn)式公益活動(dòng)。人們普遍認(rèn)為,以冰桶挑戰(zhàn)為代表的體驗(yàn)式公益活動(dòng)不僅強(qiáng)調(diào)體驗(yàn)和參與,也注重新媒體和傳統(tǒng)媒體的共振效應(yīng),創(chuàng)新了公益?zhèn)鞑ツＪ酵瑫r(shí)也推動(dòng)了公益活動(dòng)常態(tài)化的發(fā)展。因此,探究體驗(yàn)式公益活動(dòng)的傳播過程是具有研究價(jià)值的選題。 本文采用數(shù)據(jù)分析和個(gè)案分析法,通過文獻(xiàn)綜述、案例整理等方式追溯體驗(yàn)、公益的發(fā)展歷史,并界定體驗(yàn)式公益的傳播內(nèi)涵,以冰桶挑戰(zhàn)為例。分析體驗(yàn)式公益?zhèn)鞑ミ^程中的傳播主體、傳播內(nèi)容、傳播形式、傳播效果四個(gè)方面,研究體驗(yàn)式公益?zhèn)鞑サ膬?yōu)勢及存在的問題,同時(shí)以游戲理論分析體驗(yàn)式公益活動(dòng)傳播的優(yōu)勢所在,最后對體驗(yàn)式公益未來發(fā)展提出對策和建議。
[Abstract]:Ice Bucket Challenge became popular in the United States and was passed to China in August 2014, where people poured themselves into a "cool" video with ice water and ran a roll call relay on Weibo to raise money for people with rare illnesses such as people who had been frozen. In a short period of time, the public welfare activity full of fun has received great attention. Us President Barack Obama and Russian President Vladimir Putin are all involved in it. Our country also has a large number of stars and corporate leaders. Similar experiential commonweal activities are increasingly common, such as the "Hunger 30" experience for hungry people in Ethiopia in 1971; The China Foundation for Poverty Alleviation, on World Food Day on 16 October and the first National Poverty Alleviation Day on 17 October, "Hunger 24 hours for all Public good"; June 6, 2014, Cade Group organized the "together good" experience of public welfare activities. It is generally believed that the experiential public welfare activities, represented by the ice bucket challenge, not only emphasize experience and participation, but also emphasize the resonance effect of new media and traditional media, thus innovating the mode of public welfare communication and promoting the development of commonweal activities on a regular basis. Therefore, the spreading process of exploratory and experiential public welfare activities is a topic of research value. This paper uses data analysis and case analysis, through literature review, case collation and other ways to trace the development history of public welfare, and define the connotation of the dissemination of experiential public welfare, taking the ice bucket challenge as an example. This paper analyzes the main body, content, form and effect of experiential public welfare communication, and studies the advantages and problems of experiential public welfare communication. At the same time, it analyzes the advantages of experiential public welfare activities by game theory, and finally puts forward some countermeasures and suggestions for the future development of experiential public welfare.
【學(xué)位授予單位】：天津師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：G206;D632.9

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