The Mechanism Of Tiny Public Welfare From The Perspective Of Public Communication

Every the innovation of communication technology in the history has brought about disruptive changes human beings and society.Online social media with its timeliness ? interactivity ? low threshold and other advantages of communication provides a broad space for the development of public welfare undertakings.Tiny public welfare spread the tiny moving sublime words with deep meaning to users,and make power into love,which also makes tiny public welfare gradually move towards the normal trend of development.The love and charity inspires the contemporary Chinese people's awareness of the main body and the spirit of civic awareness and consciousness,mobilizes the reallocation of resources and good social resources.And all this is possible after the emergence of new media.Tiny public welfare has changed the attitude of the public for public welfare undertakings,changed the pattern of China's public welfare undertakings,declared the arrival of the era of all public welfare.It is the main value to study the dynamic mechanism and communication mechanism of tiny public welfare of this paper.Firstly,the paper discusses the connotation and manifestation of the tiny public welfare in the social media environment,and then analyzes the connotation,characteristics and dialogue mechanism of public communication,then on the basis of that,analyzes the mechanism of the realization of tiny public welfare communication from the perspective of public communication:it analyzes the dynamic mechanism of the media,the social motivation,the psychological motivation and the policy motivation.Then,the paper analyzes the structural elements of the communication from the different subjects,the topic content and the various forms of communication,which focuses on the analysis of the route of tiny public welfares through text analysis,data statistics,case analysis and other methods.It can be concluded that the network public opinion leaders lead the spread and diffusion of the public interest communication through the construction of the action and the emotion frame in the process of the whole tiny public welfare communication,The continuous promotion of communication relies on the weakconnection between the micro-blog circle and the fission of the level,aslo does the guidance of the traditional media.This process led to a variety of forces on the line and the under to participate in the network,inspired the awakening of civic awareness of citizens and endowed with good resources.Therefore,the government's attention and intervention have been initiated,which has led to the institutionalization of policies to ensure the sustainable development of the project.The end of this paper summarizes the effect of tiny public welfare from the perspective of public cognition,attitude,behavior and policy,has a thought for the the problems of its development process as well as suggestions for its continuing and professional development.