The Study Of New Media Social Mobilization In Stray Animal Protection Organization

The development of public welfare is an essential link to solve social contradictions and build a harmonious society.Public welfare is involved in all aspects of people's lives,and the contradiction of any aspect is not conducive to the balanced development of society.With the continuous improvement of material living standards,more people will raise pets as a way of life or spiritual comfort.However,due to the irresponsible behavior of some abandoned pets,the number of stray animals in the city continues to increase.The problem of stray animals originated from animal welfare,but the contradiction is caused by animals and people,between people,if not resolved for a long time,will still become a harmonious society on the road to build a hidden danger.Many caring people have helped to set up a homeless animal protection group in order to save these stray animals.In order to maintain the operation of the organization in order to better carry out the work of the protection of stray animals,caring people trying to use the power of the media to carry out effective social mobilization.In the traditional media environment,the media resources are all in the state management,and the common people and organizations have little opportunity to make use of the traditional media.With the development of science and technology,the new media represented by the Internet has become the main channel of the social welfare organizations to disseminate the concept of public service,public welfare organizations for the marginalized groups in the animal protection organization,new media has become an important tool for sound,organization of social mobilization.This paper attempts to new media mobilization of such marginal welfare organizations are discussed.By using the method of text analysis and case study,through three more stray animal protection organization representative of the use of new media,in-depth analysis of social mobilization case of Shaanxi local public organizations,explore how to realize the social mobilization through new media?What is the specific mobilization process?So as to achieve what kind of communication effect?The study found that in the process of social mobilization of public welfare organizations,the new media has always been throughout.From the initial mobilization of daily organization volunteers inside emotion,form a common emotion based interpersonal relationship network;to the activities in the process of the emergence of new media to an instrumental support role;and online activities extended to the line,the new media played a cross organizational mobilization function.At the same time,the author also summarizes the public interest organization social mobilization in the limitations and deficiencies in the use of new media,aiming at these limitations and shortcomings,attempts to give some optimization strategies for the public network organization in the mobilization process,provide some empirical reference.The properties of the new media,the propagation characteristics and its application to the discussion of the social mobilization mechanism in the new media,understanding help NGOs more comprehensive value,better in the organization in the process of operation for the organizational structure of the new type of media,so as to construct the network mobilization mode of transmission more effective,benign to promote the development of the service organization,the organization's goals,improve the efficiency of social mobilization,promoting social harmony.