Social Transformation Of The Media, Public Dissemination Of Research

Media had only taken the role as a bystander in social welfare andphilanthropy activities for a long time. However, media can take theadvantage of being the close link between government and the public. Mediacan not only be the reporter, promoter and catalytic agent of socialwelfare and philanthropy activities, but also be the effectiveintermediary of realizing social welfare objectives.In recent years, a serial of philanthropy scandals that connect withcommercial bribes has deprived the good reputation of some traditionalNPOs. Meanwhile some philanthropy activities, which meet the public needs,are reported in open, just and fair angels by media. This trend graduallybecomes the social responsibility initiated by media. By taking part inthe philanthropy activities, opening NPO training courses, developingphilanthropy news paper or websites, media has brought into a whole newworking pattern for it and directly influenced the evolution process ofChina's philanthropy and social welfare cause.This thesis compares the main working methods of philanthropyactivities from their daily practice by major media and media workers,discussing the difficulties and problems of philanthropy media during theprocess.At the same time, this thesis takes the Nan Du Philanthropy All Mediaas the case study, summarizes the positioning strategy for philanthropymedia during the period of social transformation. It recommends that the media should build a communication platform and utilize its influentialnews report and branded projects so as to build up the positive media image,increase its social influencing power and its brand competitiveness.