Research On Government Regulation In Wechat Public Interest Communication

Between the fingers,small thoughts of kindness gather great energy.With the number of Wechat users have reached 1 billion,various public welfare communication activities based on Wechat platform have gradually developed.Fingertip public welfare,Micro-public welfare,innovative public welfare and national public welfare are prevailing.Compared with the traditional form of public welfare communication,Wechat public welfare has advantages of strong interaction,novel creativity and easy to participate.It attracts a large number of people who are enthusiastic about public welfare.But at present,the public welfare communication of Wechat is still in the initial stage of development.There are such problems as false public welfare,fraudulent donation,difficult handling of overflow of good money,uneven allocation of resources,monopoly of public welfare data,public welfare ethics and so on.It also needs all actors involved in public welfare to cope with risks and take positive measures.Among them,as a special participant,what role should the government play in the public welfare communication of Wechat public welfare?What kind of scientific guidance should be given? The government and the platform how to build a more standardized public welfare communication mechanism ? This is not only a practical problem to test the wisdom of government administration,but also an academic subject worth exploring.In order to enable our public welfare to get better development under the background of vigorous development of new media,Therefore,this paper will first define the basic concepts of public welfare,charity,public welfare communication and Internet public welfare.By research method of content analysis,literature research and case analysis,then,review the background and development process of Wechat public welfare communication.Further analysis the existing problems and causes,finally,according to the existing shortcomings and potential risks of Wechat public service communication,explore the specific path of government supervision,in order to provide some reference for the innovative development of China's public service communication.