社會資本視角下微博公益行動研究
發(fā)布時(shí)間：2018-08-12 07:57
【摘要】：微博作為一種社會化媒體以全新的技術(shù)和傳播方式迅速成為互聯(lián)網(wǎng)上的熱門應(yīng)用。經(jīng)過幾年的發(fā)展,它正在構(gòu)建一個(gè)不斷壯大的社會網(wǎng)絡(luò)。社會資本正是一種在社會網(wǎng)絡(luò)內(nèi)以人際關(guān)系為核心的資本形式,社會資本的多少意味著在這個(gè)社會網(wǎng)絡(luò)中能夠動員和獲取資源的強(qiáng)弱。2010年以來,隨著微博慢慢滲透到我們的生活,一種新型的公益活動形式一一微博公益行動也隨之興起。它不在乎每個(gè)人在公益行動中的貢獻(xiàn)程度,而是大力推崇人人參與的全民化公益精神,因而在短時(shí)間內(nèi)深入人心。微博公益行動憑借其簡便多樣的形式,極富創(chuàng)造力的表現(xiàn)手法,加上社會化媒體獨(dú)特的傳播機(jī)制,能夠?qū)⒐嫘畔⒃诙虝r(shí)間內(nèi)傳遞出去,積聚中國不容小覷的網(wǎng)絡(luò)群體力量,并且可以及時(shí)跟蹤相關(guān)進(jìn)程,與傳統(tǒng)公益活動相比更具速度、力度、透明度等各方面優(yōu)勢。如今,日益發(fā)展的微博公益行動傳遞給大家一個(gè)非常簡單,同時(shí)也非常重要的信息：在微博平臺上,社會個(gè)體力量是可以在某種共識下團(tuán)結(jié)壯大、共商合作、互幫互助的。這就是一種社會資本,對現(xiàn)今中國政治經(jīng)濟(jì)發(fā)展、對公民社會的建設(shè)、對社會團(tuán)結(jié)與穩(wěn)定有著非常積極的影響。 本研究正是基于這些事實(shí)基礎(chǔ)之上,從傳播學(xué)的角度出發(fā),引入社會學(xué)中社會資本的理論框架探索了微博中的公益行動如何得到有效的開展,如何最大程度上積累社會資本并投入運(yùn)作,并指出微博公益行動存在的問題和可行的發(fā)展方向。本文在結(jié)構(gòu)安排上分為三個(gè)部分：首先對社會資本概念進(jìn)行梳理,分析得出社會資本概念中內(nèi)涵的四個(gè)核心方面。再結(jié)合微博社會化媒體特征比較發(fā)現(xiàn)微博以其傳播機(jī)制獲得更廣更多樣的社會網(wǎng)絡(luò),移植于現(xiàn)實(shí)的人際關(guān)系獲得普遍社會信任,操作的迅速便捷獲得更快更積極的社會參與,使得微博的社會資本與生俱來。其次對微博公益行動的現(xiàn)狀,傳播特征和已取得的社會效應(yīng)詳細(xì)介紹,并以此為依據(jù)重點(diǎn)分析了在微博公益行動中如何利用微博傳播特征積累結(jié)構(gòu)資源,如何在互動體驗(yàn)中積累關(guān)系資源,如何在共同愿景促使下積累認(rèn)知資源。最后用社會資本中的規(guī)范意識重新審視微博公益行動在火熱發(fā)展的背后存在的問題,提出制度化生存管理是可行的發(fā)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.
【學(xué)位授予單位】：上海社會科學(xué)院
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：G206
本文編號：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.
【學(xué)位授予單位】：上海社會科學(xué)院
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：G206
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