Narrative Framework Of Help-seeking Text Network

With the development of network media,the "Micro Charity" mode of "Internet + Charity" was born.The concept of “Micro Charity” revolutionized the means for which someone seeking for help reach out to the public.Under this new structure,an intermediary organization dedicated to conveying the message of the person of interest is no long needed,and that person can instead,become his or her own speaker for the cause.With the transformation of the communication system in conjunction with the advancement of the network media,help-seeking text has become an efficient channel for help-seekers to converse with the general public.A revolutionary online help-seeking platform,“Easy Funding”,played an important role in the process of promoting the development of micro charity and its success.The platform has unique influence and representation on the other online crowd funding platforms.This paper aims to investigate the item “Serious Disease” in the “Easy Funding” platform as the research topic.Using narrative theory and framework theory,the paper will summarize the different types of narrative framework through content analysis method.The case analysis method is based on the three levels of framework under Zang Guoren's point of view.In addition,by using a questionnaire survey method,the author combined the narrative framework and the narrative tone with two kinds of variables in order to discuss the effect of the narrative framework on the help-seeking text network.The study found that help-seeking text network mainly exists in the narrative framework in three forms: the victim narrative framework,ethical narrative framework,and catastrophic narrative framework.In the operation of the narrative framework,there are five main mechanisms:(1)Multiple narrative framework combination mechanism-the narrator utilizes a combination multiple frames of focus information to convey information more accurately and profoundly.(2)Morality discourse mechanism – utilizing a variety of speeches to appeal to the morals of the audience in order to bring about a psychological pressure,strengthen persuasiveness and rescue value to the cause.(3)Recurrent and variable difficulties narrative mechanism-the difficulties are described through the narrative frequency of repetition,to convey information in a more complete,specific and accurate manner.(4)The first person perspective narrative mechanism – by using the first person point of view,the narrative perspective strengthens the readability of the text and closes the distance between the narrator and the audience.(5)Outsider perspective narrative mechanism-third person narrative perspective can bring about more details and enhance persuasion for the cause.In regards to the effect of these different narrative frameworks,experimental results show that the type of narrative framework and its tone have a significant impact on fund-raising effect.Overall,a negative narrative tone is more effective in raising funds for a cause when compared to a positive narrative tone.Conversely,the ethical narrative framework is significantly more potent in motivating people to donate when compared to victim narrative framework and catastrophic narrative framework.