Comparative Study On The Dissemination Effect Of Public Welfare Activities In The Context Of Traditional Media Media

In 2008,a series of disaster events such as the 5.12 earthquake and the great snow disaster aroused the public interest of our citizens.Based on the rapid development of digital Internet technology,the public welfare organizations and the public welfare flourished,awakening the public awareness of the community,but also opened an era of public welfare.Taking the free lunch activities as an example,this paper analyzes the different roles played by the traditional media and new media in the dissemination of public interest.On the one hand,although the new media has vast amounts of information,but there is no strong traditional media editors,reporters and production team.On the one hand,the openness of the new media also makes its content become promiscuous,each audience can upload and publish information,although the amount of information is large,but it is full of garbage information.The authority and depth of the traditional media in content is unmatched by the new media.Traditional media editors,reporters and professional level is also far from the new media.The new media have to rely on traditional media in the content of information,and many of the content of the new media comes from traditional media.This article defines the series of functions and characteristics of traditional media and new media in public service activities.By the case analysis and literature research combined with quantitative analysis,interdisciplinary research method,mainly from the spread of "free lunch" public welfare activities based on the analysis results,combined with Lasswell's theory of "5W",respectively from the communicator(Who),(Says What),the dissemination of the contents of media channels(In Which Channel)(To Whom),the audience and the communication effect(With What Effect)the difference in propagation characteristics of new media and traditional media under the background of the analysis of the 5 aspects of public communication.This study from the perspective of the media,operation and marketing point of view,the background discusses the future development trend of the spread of the phenomenon,with the development of network technology and the progress of science and technology,must promote the continuous adjustment of the media system innovation and policy,traditional media and new media integration will become the trend.For better development of such public projects in the future,we will try toprovide a reference for the choice of ways to spread public welfare activities.