The Practice Logic Of Micro Public Welfare Mobilization In The Context Of The Internet

China is going through the transition,which brought series of social problems along with its economic boost.The administrative power is being decentralized,to some extent,the structure of political opportunities for nongovernmental charities.The Internet-run micro public welfare has reached a rapid growth,and a resource aggregation carried by symbolic text as well,pressing the introduction of relevant policies by the state.To clearly portray the prospect of micro public welfare in the context of Internet,the study discusses the meaning and structural problems during the process of mobilization,as well as the Internet function during mobilization via a case study and a participant observation,which is accompanied by data and multiple experiences from in-depth reviews and internet surveys,and based on recourse mobilization theories of constructivism,rationalism paradigms.The study found that:Firstly,In different mobilization fields of micro public welfare,the logics of mobilization are disparate.(1)In the field of network,actors adopt the logic of civil society practice.Such a logic mobilizes people by using 'rights' to dominate the discourse framework,and adopting the policy of participatory mobilization.The disadvantaged are defined as those whose 'rights are impaired',and operators appeal to maintain the rights of 'survival','development',and to achieve social justice.Netizens,on the other hand,participate via embracing the mentality of 'maintaining others' rights for the sake of oneselves' in the future'.Aiming at the current situation where official institutions monopolize charity resources,and the credibility remains relatively low,operators propose that public good falls into the rights of NGOs,and the public has the rights of participation,information,and supervision,to gain social legitimacy,those rights need to be satisfied in project designs.The policy participatory mobilization refers to enhancing netizens' participation,which accords with slacktivism,is via promoting micro,flexible volunteer service,institutional stimulus,and mobilize strong ties through weak ones.(2)In the field of administration,the logic lies in 'state-centered' mobilization.This logic includes mobilization in the framework of national discourse,and through administrative relations.Operators are able to gain political legitimacy by admitting state authority via borrowing exposition regarding to children,civic lives,and national symbol of flag,anthem,and the salute of Chinese young pioneers.Administrative relations mobilization refers to utilizing strong ties among members in the organizations,supplemented by internet pressure or binding enterprises,to prioritize mobilization of endemic governments so that government officials can use administrative power to mobilize local schools.(3)The field of social market mobilization observes the logic of 'traditional charity ethics',citing 'compassion' and 'ethics' and embedding ritual activities.By demonstrating the miserable condition of those in need,enterprises are mobilized to conduct 'magnitude' and 'benevolence' using corporate resources.Mobilization embedded with ritual activities refers to holding joint activities with enterprises in the principle of reciprocity to exchange resources,and achieve production and re-production of resources.Secondly,the mobililation of Micro Public Welfare Mobilization in the Context of the Internet has the following characteristics.(1)The micro-public welfare actors have different strategies framing in multi-action field.The mechanism of framing the issue is constrained by the structural characteristics of the mobilization object in the field,which is the connection point between the micro action and the macro social structure.Through the extraction of symbolic resources in the field of action,the actors construct the meaning of their own and their environment,shape the legal basis of action,and reconstruct the space of action through action itself.(2)Actors still need to make strategic use of traditional media,and the formation of interaction with the Internet.The traditional media have the advantage of authority and real,and play an important role in the initial stage of mobilization.The Internet has the advantages of strong participation,fast communication and strong interaction.Strategic use of both has formed complementary advantages.(3)The path of micro-public welfare mobilization is that actors uses weak tie to mobilize strong tie.At first,the actors mobilize the value of activists by the technical characteristics of weibo,then,the activists mobilize their relatives and friends.(4)Internet plays a framing and intermediary role during the process of mobilization.By focusing,linking and transforming mechanisms,Internet plays thee role of framing;By coordinating organizational operation,expanding social network and constructing public domains,Internet plays the role of intermediary.Internet is expanding the social space inch by inch.Thirdly,The rise of micro public welfare is coupling the development of civil society and the development of Internet technology.The rise of civil society not only catalyzes public participation of charity,but also provide a common discourse for mobilization of micro public good.Such a discourse,distinguishing itself from‘compassion'and‘ethics'based on the unity of consanguinity and geography,is able to overcome the defect of week community identity on the internet and gain acknowledgment from netizens.Furthermore,internet is featured by decentralization per se,promoting progress of civil societies and public domains to some extant.In addition,it facilitates public participation of charity by providing technologies,embodying slacktivism characteristics latently.It is safe to say that the mobilization process of micro public welfare operated by Wei-bo,in a 'big government,small citizenry' institutional environment,is a complex process involving macro political environment and cultural,Internet technological traits,meso organizational elements and micro mobilization strategies and other multiple factors.The logic behind micro public welfare is a coupling of the development of civil society and the advance of Internet technology.