A Research Of Public Welfare Communication Effect Based On Internet Thinking

Internet development permeates into the operation and communication ways of diverse industries.Nowadays,internet plays an important role in public welfare,furthermore,as traditional public welfare gradually transforms into a new type,internet also makes communication of public welfare faster,more precise,and newer,which associates community organizations,benevolent enterprises with kind netizen.In this way,people have much confidence in public welfare which becomes more open and apparent.Ant Forest is a long-term games-based program for environmental protection and public welfare,and it's launched by Ant Financial based on Ali-pay.Since 2016,it has been loved by the public,and soon becomes a phenomenal public free product nationwide.On the basis of “5W” modes of Harold Lasswell,the article is intended to analyze Ant Forest program's communication effect.It adopts two methods which are the questionnaire and depth interview to analyze users' cognition,understanding,attitude as well as behavior towards the public interest.In addition,the article also analyzes users' demand for function and sentiment through utilizing Ant Forest,and reveals users' identity proportion and behaviors under different positions such as consumers,practitioners,communicator and supervisor.There are five principal findings in the article.First,internet thinking makes communication of public interest wider and faster,as well as get high involvement.Second,public interest communication online is excessively commercial,which seldom focus on user experience.Third,audience's lack of recognition of multiple identities on public interest online and supervision.Fourth,entertaining public welfare online has little impact on popularizing knowledge of public welfare and educating the audience.Last,public welfare is a lack of credibility.