| The purpose of this study is to explore how the Mass Media is promoting the development of grass-roots charity organisations. The paper has selected GuangZhou LeZhuHui, the largest organisation in Southern China who is helping the financial deficiency students in remote area, as a typical case to study. The author is trying to analyze the advantages and shortcomings of the collaboration between Mass Media and grassroots charity organisations and to outline the future prosperity of such collaboration.Limited by the grass-roots charity organisations' own shortcoming, such as organisational size, financial status, social influence, etc. they must depend on Mass Media's help to influence the public to get them involved. The Web support and other new media technology provide a broader platform for communication and propaganda of the development of grassroots organisations, and the important traditional media focuses more on showing its legitimacy, brings a steady stream of public resources and the good reputation of a organisation and thus greatly expanding the space of grass-roots charitable organisations. Collaboration with the Mass Media is a more realistic option for them, however, due to the limitations of the Media itself, and the level of media professionals, not every media report would get positive feedback. Therefore, the grass-roots organisations should collaborate with the media to develop a suitable media strategies to avoid its shortcomings for a very healthy development.Based on Guangzhou LeZhuHui case study, it has clearly demonstrated how a pure grass-roots charity organisations was developed and fast grown up with the aid of the mass media. It has provided a proven success example for other charity organisations. And through in-depth analysis of the development needs of the grassroots organisations, it puts forward specific recommendations for the mass media to optimize their support for grassroots charitable organisations. |
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