Study On Mobilization Strategies Of Public Communication In Weibo

New media, represented by weibo platform, are profoundly changed even reshape people’s life style. The spread of weibo unique advantages for the development of China’s public interest spread provides a new historic opportunity. In 2011, the first year is called China’s "public interest", since then more and more public welfare project based on a microblogging platform to spread. "Free lunch" the public spread from the microblogging platform, and cause a large number of netizens onlookers, to participate in, make people see the power of microblogging public mobilization.This article selects "free lunch" microblogging public communication as a case study, to study its mobilization strategy. First of all, the author of "free lunch" on sina weibo platform’s official weibo and Deng Fei’s personal weibo, text and image data collection. Secondly, using the method of content analysis and text analysis, a detailed analysis of the emotional mobilization, and image strategy. Studies suggest that the spread of the "free lunch" microblogging public emotional mobilization, is through the sadness, anger, joy emotional mobilization to complete; Among them, the sad emotion by evoking weibo users to compassion, angry feelings by evoking the net friend of injustice, happy emotion by evoking net friend a happy feeling, so as to realize the purpose of the emotional mobilization.Mobilization is the era of visual images, "free lunch" microblogging public transmission using one of the major mobilization strategy, image based on the use of its filming technique, selection of image content and the matching between graphic way to complete the purpose of the mobilization.