| At present,the overall spread of non-profit organizations is not professional,innovative and influential enough,what is restricting the healthy development of the public welfare in China.In recent years,compared with other forms,the spread of China’s non-profit organizations in the new media field is rapid influence.But generally,there is still a lot of space to rise.In this situation,it is going to be a problem which is worthy of attention that how to guide public attention to public welfare,and facilitate the collection,in order to increase the impact of China’s non-profit organizations to inject new vitality into the innovation of public welfare communication in China.The field of study of public welfare communication in China,mainly concentrated in part of the platform of new media,such as Micro-blog and We Chat,the content is mostly related to traditional media reports.At the present stage,there are less research was made on the angle of the non-profit organizations,basing on Micro-blog,WeChat,search engines and the official website,taking the interactive process between the two sides sign as the research focus.Accordingly,conducting a more systematic,microscopic study for non-profit organizations’ new media communication is conducive to grasp its development status and trends,and to provide an innovative idea for the healthy development of public welfare undertakings.The paper makes a research on the non-profit organizations’ communication under the vision of the frame theory,discussing how One Foundation Propagating its activities and building its brand with the help of new media,further more,a frame analysis was systematicly carried out for the text.This study was made in the view of Frame Theory,that will help to analysis the process of symbolic interaction between communicator and the receiver,and will more targeted to explore the causes of the spread effect.In this paper,frame analysis,text analysis,index analysis are Selected to analysis the Micro-blog account,We Chat account and the official website of One Foundation in the view of Frame Theory,discussing the framework of the report released by One Foundation in various platforms,and combing the relationships among those platforms.In the final summary,the author got a conclusion that the Micro-blog focuses on real time report and interaction,while WeChat likely to be summary report,strong social,light-time broadcast,light interaction.Sometimes,they are complementary.For the search engine,One Foundation pays attention to the laying of its active information,and to the receiver’s flow oriented information is aggregated,more comprehensive and positive official website.When public welfare encounters the new media,mastering the use of various types of new media platform skills and communication features,selecting the content of the release of the match,and structuring own meaning for non-profit organizations,will get the important significance to the development of public welfare undertakings in China today. |
