本文關(guān)鍵詞： 新媒體 公益?zhèn)鞑?網(wǎng)絡(luò)動(dòng)員 流浪動(dòng)物保護(hù)　出處：《西北大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：公益事業(yè)的發(fā)展,是解決社會(huì)矛盾、構(gòu)建和諧社會(huì)必不可少的一個(gè)環(huán)節(jié)。公益事業(yè)涉及人們生活的方方面面,任何方面矛盾的忽視都不利于社會(huì)的均衡發(fā)展。隨著物質(zhì)生活水平的不斷提高,更多人將飼養(yǎng)寵物作為一種生活方式或者精神慰藉。但由于部分人不負(fù)責(zé)任的丟棄寵物行為,使城市流浪動(dòng)物的數(shù)量不斷增加。流浪動(dòng)物問題起源于動(dòng)物福利,但引起的矛盾是動(dòng)物與人、人與人之間的,如若長時(shí)間得不到解決,仍然會(huì)成為構(gòu)建社會(huì)主義和諧社會(huì)道路上的一個(gè)隱患。許多愛心人士為了救助這些流浪動(dòng)物紛紛聯(lián)結(jié)在一起成立了流浪動(dòng)物保護(hù)組織。為了維持組織的運(yùn)營從而更好地開展流浪動(dòng)物保護(hù)工作,愛心人士試圖借助媒體的力量進(jìn)行有效的社會(huì)動(dòng)員。傳統(tǒng)的媒介環(huán)境中,媒介資源全部屬國家管理,普通個(gè)人和組織借助傳統(tǒng)媒體發(fā)聲的機(jī)會(huì)很少。隨著科學(xué)技術(shù)的發(fā)展,以互聯(lián)網(wǎng)為代表的新媒體成為當(dāng)下社會(huì)公益組織傳播公益理念的主要渠道,對于公益組織中的邊緣群體——流浪動(dòng)物保護(hù)組織,新媒體更是成為為組織發(fā)聲、進(jìn)行社會(huì)動(dòng)員的重要工具。本文試圖對此類邊緣性公益組織的新媒體動(dòng)員情況進(jìn)行初步探討,采用了文本分析與個(gè)案研究的方法,通過對陜西當(dāng)?shù)厝齻�(gè)較有代表性的流浪動(dòng)物保護(hù)組織利用新媒體進(jìn)行社會(huì)動(dòng)員案例的深入分析,探究公益組織是如何通過新媒體來實(shí)現(xiàn)社會(huì)動(dòng)員的?具體的動(dòng)員過程是怎樣的?從而達(dá)到了怎樣的傳播效果?研究發(fā)現(xiàn),在公益組織進(jìn)行社會(huì)動(dòng)員的過程中,新媒體一直貫穿始終。從最初日常的組織內(nèi)部志愿者情感動(dòng)員,形成有共同情感基礎(chǔ)的人際關(guān)系網(wǎng)絡(luò);到活動(dòng)進(jìn)行過程中,新媒體以重要工具性支持的角色出現(xiàn);以及在線上活動(dòng)向線下擴(kuò)展時(shí),新媒體起到了跨組織動(dòng)員的功能。同時(shí),筆者還總結(jié)了公益組織在運(yùn)用新媒體進(jìn)行社會(huì)動(dòng)員中的的局限和不足,針對這些局限和不足,嘗試性的給出了一些優(yōu)化策略,為今后的公益組織網(wǎng)絡(luò)動(dòng)員過程,提供一定的經(jīng)驗(yàn)性借鑒。本文通過對新媒體的性質(zhì)、傳播特征以及其運(yùn)用于社會(huì)動(dòng)員運(yùn)作中的機(jī)制的深入探討,有助于民間公益組織更全面地了解新媒體的價(jià)值,在組織運(yùn)營過程中更好的選擇適合組織結(jié)構(gòu)特點(diǎn)的新媒體類型,從而構(gòu)建更加有效的網(wǎng)絡(luò)動(dòng)員傳播模式,促進(jìn)組織的良性發(fā)展,服務(wù)組織的目標(biāo),提高社會(huì)動(dòng)員的效率,促進(jìn)社會(huì)和諧。
[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.
【學(xué)位授予單位】：西北大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：C913.7;G206
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本文編號：1505127