The Network Mobilization Mechanism And Optimization Strategy Of Micro-philanthropy

Public welfare undertakings are considered to be one of the symbols of human civilization and progress.The micro-public welfare that grew up in the Internet era has unique status and subject value.It is both a media phenomenon and a social phenomenon,but more like a way of life.It not only promotes the development of civilian public welfare,but also conveys the concept of public welfare and the thinking of public welfare.The long-term development of China's public welfare undertakings cannot be the ultimate goal of individual projects.The most fundamental thing is to mobilize and mobilize the vitality of the people,enhance the public's sense of responsibility,foster the public welfare culture of the whole society,and promote and promote the formation of a social welfare atmosphere.In 2017,a micro-public welfare project “Little Friends Gallery” launched on WeChat platform put micro-public welfare on the cusp of public opinion.The public welfare promoters use the communication characteristics of the Internet to launch mobilization based on the virtual space of the network to communicate and communicate with the audience.Cognitive construction,allowing the audience to actively and broadly participate in the ultimate goal of public welfare.As researchers,we have to ponder: what are the mobilization elements of public welfare activities,what is the mobilization process,and how the final mechanism is formed.Why network mobilization always faces persuasion problems and trust in the early stage of micro-public welfare communication.As a communicator of public welfare,how to effectively mobilize it to achieve the ultimate goal of stimulating public welfare and forming a positive communication environment.Therefore,this study aims to analyze the network mobilization mechanism and optimization strategy of micro-public welfare.Through the combing and summarization of previous studies,this paper summarizes the current domestic and international research status of public welfare communication and network mobilization mechanism.In the first chapter,the author analyzes the emergence and development of the micro-public welfare of this research object,and expounds the relationship between micro-public welfare communication and network mobilization,and provides theoretical basis for the writing of the second chapter.The second chapter clarifies that the network mobilization of micro-public welfare is the product of the combination of various elements.The network mobilization elements in the micro-public welfare communication activities are analyzed from four aspects: mobilization subject,mobilization channel,mobilization content and mobilization object.The third chapter combines the "Network Micro-Public Welfare Participation Behavior and Attitude Questionnaire" to make a reasonable analysis of the behaviors and attitudes of micro-public participants by quantitative research methods.Based on the full understanding of the mobilization objects,from the topic mobilization,emotional mobilization,Trust mobilization,online and offline linkages,etc.Analyze the network mobilization process of micro-public welfare,so as to clarify how the network mobilization elements in micro-public interest communication are connected and play a role in the process of network mobilization,and finally form a network mobilization mechanism of micro-public welfare.At the same time,take the "Children's Gallery" project as an example to analyze how the activity uses the network mobilization elements and processes to spread and mobilize.On the basis of specific case analysis,the fourth chapter clarifies the advantages and shortcomings of the current micro-public interest network mobilization mechanism,and proposes to build the Internet + non-profit organization + traditional media in view of the shortcomings of the existing micro-public interest network mobilization mechanism.The mobilization model,the establishment of an honesty + crowdfunding evaluation system,and the cultivation of a rational public welfare mobilization basis are feasible and targeted optimization strategies,in order to provide a reliable reference for the dissemination and development of the national public welfare undertakings.When the “micro-public welfare” on the line sends mobilization to the whole society,more people consciously participate in the public welfare undertakings.The public welfare spirit and public welfare undertakings are understood and accepted by more people,and the public participation environment will become more and more health.