A Study On Philanthropy Communication Of WeChat

With the application of WeChat payment and the popularization of philanthropy consciousness,the philanthropy activities of WeChat gradually raise concerns and become an important part of promoting the development of philanthropy on the Internet.On August 29,2017,the Gallery of "Children" got a lot of attention on WeChat Moments,raising more than 15 million donations in just a few hours.These innovative philanthropy activities breaks the limitations of traditional philanthropy activities in time and space,and puts "everyone can be charitable" into practice.WeChat promoted the popularity of "fingertip's public welfare" with its social space where strong and weak relationships coexist,and the mature payment environment.Philanthropy as the third distribution of society has the function of resolving social contradictions.Under the promot of the development of the Internet economy,the reconstruction of cultural self-confidence and technological innovation,WeChat philanthropy presents a development trend of diversified forms and accurate communication.However,due to the immature environment for philanthropy communication on the WeChat platform,lack of certain theoretical guidance and legal norms,brings about such as the reversal of philanthropy activities and fall into a crisis of trust.Therefore,it is of far-reaching significance to explore the establishment of a healthy and orderly WeChat charitable environment.Looking at the academic literature of philanthropy on the Internet,due to the develo-pment of philanthropy career in foreign countries is more mature,scholars are more foc-used on non-profit organizations how to use social media and corporate how to proceed charity marketing.The domestic research on philanthropy communication focuses on co-mparatively superficial exploration and analysis.There is a lack of systematic and compr-ehensive research on the Gallery of "Children".Therefore,the research of this paper is not only to strengthen the discussion in this field,but also to find out the problems existing in the entire WeChat communication environment on the basis of the existing research,and to analyze it in more depth from four perspectives:the communicator,the WeChat platform,the media,and the government,and propose new solutions.This paper is divided into three major parts.The first part proposes the research purpose and research significance of this paper's topic,and sorts out the domestic and international literatures of Internet philanthropy communication,analyzes the existing characteristics and disadvantages,and proposes the main content of this paper is to analyze the characteristics model of Wechat philanthropy communication,and the case study method is the main research method.The second part is the main text,discusses the theoretical basis,background,development status,and mode of communication of WeChat philanthropy.The third part is to propose that Wechat philanthropy communication still needs to be improved.For example,the information disclosure of philanthropy communicators is not timely,the supervise of WeChat platform is weak,some media reports are exaggerated,the government supervision is not in place and so on.Finally,this paper proposes targeted development countermeasures.