Research On New Media Communication Strategy Of Rural Public Welfare Organizations

The modernization process has led to the loss of rural people,imbalanced urban and rural development,and rural protection,revitalization and activation have gradually become important social issues.The Central Committee of the Communist Party of China and the State Council issued the "Strategic Planning for Rural Revitalization(2018-2022)",I hope that science and order will promote the rural industry,talents,culture,ecology and organizational revitalization.With the continuous breakthrough and development of digital technology,the emerging media relying on the Internet gradually occupy people's daily life,the media environment changes,and the mode of communication should also change to adapt to new needs.The spread of "Internet + organization" becomes an emerging Spread form.At present,the “public participation community” formed by the government,individuals(people and experts and scholars),social groups,enterprises and the media has begun to play a role in rural protection and revitalization.Public welfare communication mainly involves several subjects,including the government,the media,the public,the enterprise,etc.,and the nonprofit organization has become a key node for all parties to the link.Technology is advancing,the context of communication changes,the right to discourse is deconstructed,and data,intelligence,and interactivity have gradually become new features of new media dissemination by nonprofit organizations.Rural public welfare organizations spread links and form a multi-directional interactive organization communication model.Viral communication based on the Internet,especially social new media,is used in the field of public welfare communication,and the communication effect is good.Through the Internet,Friends of the Ancient Village built a national ancient village protection platform and carrier.At the beginning of its establishment,it launched an initiative on the Internet as a volunteer.Through the Internet tools such as questionnaires and interactive bars,on November 27,2014,the first post of Friends of the Ancient Village collected more than 800 people to build WeChat groups for the audience.Through the way of community connection,we will gather thousands or even tens of thousands of people,and then organize volunteers according to the province,city and county.According to the official website,there are currently 354 incubation projects,with a support of 345,170 people and a venture capital amount of 11,668,737 yuan."Friends of the Ancient Village" as a case of rural public welfare organizations using new media to spread,has a very high research value.This article takes "Friends of Ancient Villages" as the research object,analyzes its new media communication strategy,enters its volunteer network WeChat group for observation,interviews with relevant social welfare organizations leaders,key staff and some volunteers to understand the inside of public welfare organizations.The mechanisms,channels and contents of communication and external communication found that the headquarters and branches of the Friends of the Ancient Villages were flattened,but they were loose alliances and did not have jurisdiction and subordinate organizational relations.At the same time,it studies the communication effects of different media,analyzes its communication strategy,and conducts a comparative study with the communication strategy of the non-profit organization Tencent for the Village,summarizing the advantages and disadvantages of the new media communication of Friends of the Ancient Village.Macroscopically,it mainly focuses on the dissemination of content,the production and innovation of content,including media channels such as websites,Weibo,today's headlines,WeChat public number,thousands of chats and knowledge,scientific use of technical functions,audience relations,etc.Expand.On the micro level,it mainly analyzes from four aspects: pulling new,promoting,transforming,and retaining the mind.The Internet is a link between information and information,people and people,people and information.The Internet provides a channel for public welfare organizations to spread.The Internet is a tool.Public welfare organizations are gathering points that link people,money,goods,and policies protected by ancient villages.Communication,community management,public welfare fundraising,resource-connected public interest organization communication chain.This study hopes to arouse people's attention to rural revitalization and rural activation protection.At the same time,through the above exploration of the new media communication strategy of rural public welfare organizations,master the role of "Friends of Ancient Villages" to promote rural revitalization and the activation of ancient villages.Explore the sustainable development strategy of the new media dissemination of rural public welfare organizations,and contribute to the development of other non-profit organizations and the revitalization of rural areas and the activation of ancient villages.This is also of great significance to the development of the “revitalization” of the traditional Chinese villages that create a balanced balance in today's society.