本文選題：微博公益　切入點：發(fā)展階段　出處：《新疆大學》2016年碩士論文

【摘要】：如今,伴隨著互聯(lián)網(wǎng)的快速發(fā)展,通過微博進行公益?zhèn)鞑サ男问皆谖覈l(fā)展已有六個年頭,一方面促進了“全民公益”理念被大眾認識、理解和接受,推動了“輕公益”這種全新公益理念的傳播和發(fā)展;另一方面重塑了我國公益慈善組織的形象,提升了公益組織的公信力。本文將我國微博公益?zhèn)鞑サ陌l(fā)展分為兩個階段,第一階段是以“免費午餐”項目為代表的“全民公益”時代,此階段的微博公益?zhèn)鞑ジ嗟氖窃诖蟊娦睦锔病叭窆妗崩砟?第二階段是以“冰桶挑戰(zhàn)”活動為代表的“輕公益”時代,倡導通過更加輕松、輕便的方式進行公益?zhèn)鞑�。本文通過對這兩個典型案例的分析,總結(jié)出微博公益?zhèn)鞑ピ诓煌l(fā)展階段在傳播模式、傳播過程、傳播效果的差異。在我國微博公益?zhèn)鞑グl(fā)展的過程中,一些問題也日益凸顯,阻礙了其快速發(fā)展和良性傳播。本研究在對影響微博公益?zhèn)鞑グl(fā)展的動力機制進行分析、總結(jié)的基礎(chǔ)上,對微博公益?zhèn)鞑グl(fā)展不同階段的傳播過程、效果進行分析,總結(jié)出了微博公益在發(fā)展中呈現(xiàn)出的特點,發(fā)現(xiàn)我國微博公益?zhèn)鞑グl(fā)展中存在內(nèi)容失真、缺乏規(guī)范性、話題存在周期短等問題,并從傳播主體加強公信力建設、及時跟進公益活動信息、多方監(jiān)督共促公益?zhèn)鞑ソ】蛋l(fā)展等方面為公益?zhèn)鞑サ陌l(fā)展提供可行措施,力促我國公益事業(yè)健康、快速發(fā)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.
【學位授予單位】：新疆大學
【學位級別】：碩士
【學位授予年份】：2016
【分類號】：G206

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