| In recent years, along with the rising popularity of the Internet and new media, charity integrate into public life by the convenience of high-speed information. Due to the delocalization of networks and the high-speed information dissemination, charitable donation information made by charitable organizations got a massive spread through traditional media(such as newspapers, television, etc.), arouse intense public attention and responses. Meanwhile, improving charitable activities and donation information are released, organized and spread through the network but traditional media. Especially after the appearance of Sina Weibo, its excellent dissemination power and influence gives our citizens easier access to social assistance and charity, brings improving willingness and participation in charitable activities through social network, increases the amount of small network donations. The traditional donation mechanism which disseminated by the traditional government and relied on company and government fund was broken.By the research of Sina Weibo charity donation, I found that the charity fundraising mechanism carried by the network has get rid of the original mechanism which combined donation with execution, but through the joint participation of online platforms and offline organizations, which integrates the dissemination advantage of new media platform, turns the demand of charitable organizations into widespread by clear content and diversification dissemination, drives and increase the donation will of internet users, and ultimately complete the online donation.Sina Weibo is the microcosm of people’s lives and social interaction by cyber era, represents the future media direction of social development.In this bottom-up charity transformation process, it’s our future demand to arrange charitable activities through the social cyber media, attracting wider participation and opening more information. Under social development and transformation requirements, our charitable organizations will be gradually more transparent, interactive and participation. Embracing social networks, charity organization will gains better idea about the demands and needs of civil charity participation and form a good charity and participation mechanisms through new media. |
