The Development Research Of Micro-charity Under The New Media Environment

In recent years,the high popularizing rate of Internet has brought revolutionary changes for economics,communications,business and all walks of life.The explosion of various new media platforms such as Micro-blog,portals,forums,social networking sites(SNS)and online payment have produced significant impact in all aspects of the development of our society.In the field of charity,the role of new media is more and more obvious.Since the Micro-Charity plan of “plus 1kg” has launched on the Internet by Anzhu at 2004.More and more charity organization or individual public began to try various Micro-Charity mode over the new media platforms.The wind of becoming even more violent growing Micro-Charity has given rise to the wide attention of the society.The Micro-Charity is a kind of new charity organization form under the new media environment,the communication,organization,execution,feedback and all aspects of the Micro-Charity are based on the new media platform,bringing together the individual through micro-blog,social networking sites,online payment and other new media platforms;the Micro-Charity is a new concept of charity which stresses many a little make a mickle,emphasizes that everyone can participate in the charity with fun and rapidly,and its essence is the idea of “Charity of the whole people”.The Micro-Charity makes up for the limitations of the traditional charity organizations in lack of information transparency,the singularity of communication effect and low efficiency.The Micro-Charity under the new media environment has advantages of spreading fast,the high of information transparency,diversification of participation mode and the low threshold of participation.The communication subject of Micro-Charity shows the nature of grass roots and diversification,the communication contents show fragmentation and diversity,integrated communication through a variety of channels,the communication of Micro-Charity has remarkable social effects,and the role of audiences have become divided.The unique communication mechanism of Micro-Charity which can unite the broad audience force in a short period of time,forming a wide range of social influence.However,lots of the Micro-Charity face the embarrassing situation of illegal status,do not have the qualifications of collection,lack of the support of credibility especially the spread of false information,lack of legal protection and the weak durability of Micro-Charity information.The writer of this paper puts forward several suggestions on the sustainable development of the Micro-Charity under the new media environment: adding a gatekeeper,using new media to increase transparency,perfecting rules and regulations to ensure the credibility,interaction with traditional media to intensive social mobilization,and together with the traditional charity organizations to optimize the effect of salvage and promote the development of charity enterprise.