A Social Capital Analysis On The Public Welfare Mobilization Via Social Media

Public welfare mobilization not only promotes social progress but also has been an important issue in the study of communication and sociology.Like other public events,public welfare mobilization has been gradually formed of new mobilization methods and laws along with the development and popularization of social media.Mass media has also become an increasingly important factor that cannot be overlooked in the process of sociological research.Social media has also expanded the influence of more and more charitable mobilization events into hot issues of social concern.Among them,the influence of individuals can even surpass traditional Non-profit organization.It is thought-provoking that public-welfare events full of positive have also experienced frequent reversals.In the past,most of the research on public welfare mobilization was considered as a social event or a media event and people took sociological research methods or communication research methods to study on it.With regard to the observation and analysis of public welfare mobilization events in social media in recent years,it is found that sociology and communication studies are inseparable.Simply using a certain perspective to analyze them will be one-sided and unable to explore the essence.Based on the theory of social capital,this paper collects data on public welfare mobilization events through social media platforms from 2010 to 2018,discusses the content of social capital presented in these events,which includes what are the characteristics of the social capital dimension in social media charity mobilization,and how does social media public welfare mobilization be affected by social capital and restructure social capital.Besides,how we should achieve social capital to flow better in the public welfare mobilization on social media platform.