Study On Consensus Mobilization Strategy And Effects Of Micro-Public Welfare Communication

With the development of Internet technology,China's society and media ecology have changed,and public welfare communication has seen an unprecedented new model.More and more non-profit organizations have begun to use new media platforms such as WeChat,Weibo,and mobile APP as positions for public welfare communication.In 2011,the famous media person Wang Keqin and the China Social Relief Fund launched the "Love Save Pneumoconiosis--Searching for the Chinese Brothers of Pneumoconiosis." Through the collective efforts of advocates and many netizens,"Love Save Pneumoconiosis" has become one of the most influential public welfare actions in China.The spread of micro-public welfare has added vitality to the development of traditional public welfare in China,brought new ways of communication,and rewrote the direction of Chinese public welfare.However,at present,domestic scholars' attention focuses on the communication mechanism,internal motivation and communication effects of micro-public welfare,and the discussion of micro-public welfare mobilization methods is very lacking in combination with sociological theory.The paper adopts a case study method.In order to achieve in-depth analysis of the case,restore the complex mobilization process,and explain the status quo and problems,the first-hand information is obtained by participatory observation and in-depth interviews.The study combines the relevant theories of communication and sociology to explore and reflect on the mobilization strategy of micro-public welfare.As a public welfare communication event,"Love Save Pneumoconiosis" fully reflects the rules of communication,such as agenda setting and opinion leaders,in the process of consensus dissemination.As a consensus social movement,"Love Save Pneumoconiosis" is originated from nongovernmental society,and it has achieved broad consensus,media support and national policy support.During this consensus social movement,consensus mobilization is a crucial strategy for the success of collective action.This study will show that "Love Save Pneumoconiosis" charity organization uses the self-media to construct identity for its welfare meaning,and to legalize the welfare meaning through the mass media.This study will show how the "Love Save Pneumoconiosis" charity organization stimulates the participation of volunteers in the process of human,material and organizational actions,thereby strengthening the legalization of action objectives and methods.This study will also show that "Love Save Pneumoconiosis" can improve the public welfare pattern,promote the improvement of public policies,overcome the resistance from the real system,promote institutional changes as a civil organization,and offer a reproducible experience for the consensus mobilization of welfare communication in the present and future.In the context of China's reality,due to the difference in the level of trust between the central and local governments,there is a tension between the government,the media,and the society.So the support of government and media to the public welfare action totally exists.And the support provides political opportunities for the consensus mobilization.In accordance with the route of "administrative absorption of society",the Chinese government often achieves social needs by means of realizing its own interests and guaranteeing social harmony.The different interests of different governments provide different political opportunities for "Love Save Pneumoconiosis" to cooperate with the government.At present,the development of the public sector of Chinese media is not mature.The mass media,driven by the concept of journalism professionalism,will also rely on the existing institutional and non-institutional discourse powers to supervise and correct the grassroots governments' misconduct,at the same time,support the development of a consensus social movement.In addition,the Internet provides media support for the development of a consensus social movement,and promotes the construction of identity for specific issues,thereby forming public opinion and promoting the realization of movement goals.