A Study Of Mobilization Model Of Micro Public Welfare In Disaster Events

As a representative of the era of web2.0, Weibo which is similar to other network platforms, has set about to be involved in the social public affairs with its unique advantages for public to grasp opportunities to participate in social supervision, sending and receiving messages and constructing environment as well.The outbreak of the "Jocie Guo incident" in 2008 completely put the Chinese official public organizations, the Red Cross of China, into the mess of credibility crisis. At the same time, there had been a series of major domestic disasters since 2008, such as the earthquake in Wenchuan, the Qinghai Yushu earthquake in 2010, the Ningbo EMU incident in 2011 and the 2013 Ya’an earthquake, which all contributed to the circumstances that the traditional welfare organizations were facing the credibility crisis and social media in China were becoming publicly available. A new charity and public mobilization model was under construction and Micro Public Welfare communication was quietly changing our media ecology and mode of public welfare undertakings.This study is carried out in such a general media environment and historical background. This paper will utilize the Frame theory, Social Network theory and the theory of Emotion and Needs to analyze the mobilization model of Micro Public Welfare in disaster events. The research will be divided into the following parts: the first chapter is the introduction including research purpose, research significance, related literature review, the definition of related concepts and research methods. The second chapter is to classify the multi-subject of Micro Public Welfare mobilization in disasters, analyzing the multi-subject by utilizing Frame theory, so as to reveal its characteristics and inner relationships. The third chapter will construct Micro Public Welfare mobilization model and analyze its core mechanism via using Social Network theory and the theory of Emotion and Needs. The fourth chapter is intended to propose the effects and problems of this particular mobilization model and give some feasible suggestions. The last one is to give a brief summary.