Research On The Communication Effect Of "Fun In Funding"

In the era of mobile Internet,under the condition that the traditional public welfare can no longer meet the needs of social public welfare,the network public welfare crowd funding with high efficiency and convenience of communication,low threshold of participation and strong ability of resource integration appears in the public's vision,various network public welfare crowd funding platforms emerge in endlessly,and the means of network public welfare communication are constantly updated.However,in terms of the development of network public welfare crowd funding in the society,in addition to strengthening the integration effect of social resources and enhancing the participation of civilians in public welfare undertakings,the decline of platform credibility and negative narration of sad feelings also affect the construction of social public welfare concept.Communication effect is often an important standard to judge the extent of communication intention of communicators.Research on communication effect can find out the deficiencies in the process of communication,clarify the influencing factors of defects,and provide a reference for building a more scientific and reasonable communication mode.Therefore,in order to explore how to give full play to the advantages of network public welfare undertakings and make up for the shortcomings of traditional public welfare undertakings,this paper will take the typical platform of network public welfare undertakings "Fun In Funding" as the research model to clarify its development status and bottleneck.And to take measures to solve the problem.Specifically,the research on the communication effect of " Fun In Funding " includes the following parts:Introduction part discusses the research background of this paper,summarizes the research significance of the communication effect of " Fun In Funding " platform,reviews the related research status and literature at home and abroad,and introduces the three research methods used in this study.The first part summarizes the development history and current situation of " Fun In Funding " platform,summarizes the communication characteristics of " Fun In Funding ",and selects several cases to illustrate the outstanding communication advantages of " Fun In Funding " platform in the era of mobile Internet.The second part describes the survey methods used in this paper,discusses the theoretical support of "uses and gratifications approach" and "communication effect theory",introduces the questionnaire design and the distribution and recovery of the questionnaire,and briefly describes the data analysis methods and rationality to be used in this paper.The third part,based on the above survey,this part mainly analyzes the survey results of this empirical study,and explains the reliability and validity of the survey results.The analysis of the survey results mainly includes the basic information analysis of samples,the contact use behavior analysis,the cognitive level analysis,the state level analysis and the Behavioral level analysis.Based on the results of the survey,this paper analyzes the communication effect of "easy financing",and concludes that it has a great positive impact on the audience's cognition and attitude,but a limited impact on the audience's behavior.At the same time,we also get the negative effects of the platform in the process of communication,including compassion fatigue,lack of trust,social pressure and moral kidnapping.The fourth part analyzes the influencing factors of the communication effect of " Fun In Funding ",explains how these influencing factors affect the final communication effect,including the demographic characteristics of the audience,demand differences,etc.;the transparency,credibility and influence of the communication subject;the selection,style and form of the communication content.The fifth part,based on the negative effects of the previous discussion,puts forward the improvement measures,mainly including changing the narrative mode,including creating "sunshine public welfare",reducing the painful emotions in the communication,highlighting the positive emotional expression,creating a communication environment with strong humanistic atmosphere;strengthening the main responsibility of the platform,strict account review,optimizing the blockchain technology,and building a perfect internal and external supervision and cooperation system Innovate narrative forms,increase commercial cooperation,and lighten communication channels.