A Study On The Mechanism Of Micro - Public Welfare In China From The Media

Highly developed network from media in contemporary society, the public communication by means of this new digital platform, in all aspects of social life plays a more and more important role. Since the media to its own irreplaceable personalization, civil, and interactivity, integration, generalization and other characteristics, through the development of various forms of communication, spread the public the idea of "public interest", attracting more and more engaged in public in the micro public welfare undertakings, through the nearby small matter, around in the lift a finger to give to people in need of help.Micro presents some characteristics of the commonweal transmission process, make it different from traditional public welfare undertakings.Spread subject multilayered, audience without directional, transmission channel of the threshold, the diversity of dissemination of information and communication effect of multiplicity, makes the public interest spread presents its own unique characteristics, but also in the social communication present a more positive communication effect. Study these characteristics to fully understand the micro public dissemination mechanism has the indispensable role.It is these characteristics make the micro public welfare in the process of transmission is both present mass media incomparable superiority, but also inevitably have some defects.Micro public welfare development time is not long, since2011, it began emerging in the social each aspect, is known as the "public interest" of the first year of this year, after its exhibition trend is getting better and better.In the state a major disaster, the public have a crisis in urgent need of help, important in ongoing social relief, social culture, micro public welfare highlights its unique value.Therefore, academic circles for micro public welfare research also by then, for the spread of this new form of the academic discussion and research.Throughout the academic literature of the domestic study of micro public welfare for micro public welfare research, mainly concentrated in the definition of its concept and social attribute, the behavior way, resource integration, social influence, etc.For micro public welfare overall transmission mechanism research has not cross, form a system.Especially for in the media under the background of the discussion of public dissemination mechanism has yet to finalize the design, it has also encouraged the author to the study.In the various elements of public communication, based on the discussion of each link in detail, and the system mechanism.At the same time also put forward for the present problem of micro public welfare spread in our country, through reflection is also looking to the future prospects of the development of public welfare.This article contains three parts, the first one is exordium, mainly introduced the selected origin and topic background, the research status both at home and abroad, research significance, research content and method, innovation and research difficulties.The second part is the main body of this article, is divided into three chapters to discuss in detail.The second chapter discusses mainly based on the media of the theoretical basis of public dissemination mechanism, the definition and development present situation and characteristics of the media, the concept and characteristics of micro public welfare, the long tail theory, aggregation effect and micro public welfare and so on, from the theory Angle to analyze the micro public welfare propagation theory support.The third chapter mainly discusses the tension between public transmission elements, the fourth chapter is the focus of the article, on the micro public welfare each link, on the basis of factor analysis to in-depth micro public welfare under the interaction of each link of the transmission mechanism.Hope from the five elements of transmission link to micro public dissemination mechanism will be discussed in detail.The last chapter is the end of the article, in each elements in-depth discussion on the public as a whole, on the basis of analysis of micro problems present in the public dissemination process, through reflection, to find out the ways and methods to solve, hope the public can more healthy and take a long walk.The cultivation of the transparency and credibility of the information, as it were, is the effective way to prompt micro public welfare for the long-term development.