Research On Public Welfare Communication Based On Network Social Media

At this stage,the public welfare in our country is still in the initial stage of development.The communication of network public welfare has brought new donation channels to the public welfare,and its convenient operation and low participation threshold make it the leading force in the public welfare communication.Public welfare communication has become a public service action that everyone can participate in.On the basis of defining the connotation of the public service communication of the network community,this paper describes its role in the public welfare communication,and summarizes the core value of the network community media in the public service communication.And also the paper analyzes the problem of the public welfare communication in the network community at present,in detail.through the cases of "Donation step" and "donation voice" in the network "light public welfare",this paper analyzes the present situation characteristics of its dissemination from two aspects: form and nature.Why did it develop into this phenomenon? What kind of social impact does it have?Where's the solution? These problems constitute the focus and thinking of this study.Innovative "light public welfare" is emerging constantly,and the advanced concept of "everyone's public good" is also spreading further.This paper attempts to sum up and analyze through a large number of communication samples and materials.Then it systematically summarizes the current situation of the problems in the process of promoting the public welfare communication by the network social media,and Tencent "Double Ninth Public Welfare Day" and "The Rolle incident" are identified as the two most typical cases in this study.The contrast between positive and negative cases,as well as the leading position of Tencent in the field of social networking software is far ahead.It is in line with the author's research demands to investigate the issue of Internet public welfare communication.The research on the public welfare of online social media is new and scarce.The author has launched the "together donation" network public welfare project with the help of Tencent public welfare platform.The personal network social practice has provided the research material and the opportunity to think deeply for this research.The characteristics of social media itself directly lead to some drawbacks of public service communication on its platform.The author provides practical problems and suggestions to restrict thelong-term and effective development of network social media public service communication,including "Tencent" public welfare change traditional public welfare communication field,corporate consumption public welfare cognition and so on.With a view to the future development of public welfare more efficient dissemination and diffusion.