Research Of The New Media’s Empowerment In Public Assistances

As new media features in interactive,participatory and action convenience,it takes a more important role in the Chinese public welfare.Now public figures use new media for social mobilization,seeking to participate in more social power,improving the social awareness and credibility of public welfare projects.Therefore,it helps to create a new model of public welfare assistance.In 2011,all the attention was paid to the Chinese public welfare,because of the "Guo Meimei event","price meal" and so on.As a result,the government-run charities secret operations were criticized by the public,meanwhile its social credibility got a sharp decline.In contrast,non-profit meteoric rise.The rapid development of new media technology leads to the influx of the public,and they use new media platform to seek or participate in social assistance.The media,opinion leader and government departments participate in it,mobilizing all the public to participate in the rescue,so the children in poor areas can obtain attentions and substantial assistance.So in the whole rescue,how can the new media play its mobilization effect?How the public use new media participate in?what is the point on the present public welfare of China?This paper selects the free lunch project for example,explain new media empowerment’s motivation,analyzes the basic situation,project background and the implementation process of free lunch,analyzes the status power and the reason of poor childern.Therefore,I try to summarize the empowerment theory in the new media aspect,about the public projects,relief object and propagation effects in this case.Moreover,I try to find the specific path to achieve empowerment of new media,and it mainly includes the access to information,opinion leaders and action-taking.As I have wrote in the chapterV,social empowerment is supior totechnology empowerment,and it needs sublimation technology factors,technology,community,traditional media and government to work together,to achieve the rescue purposes.Finally,I discuss the problem of the charity relief activities in the dissemination of new media content,manner and form of the problems,as well as measures to solve.