Research On The Mechanism Of Network Public Welfare Information Dissemination Based On The Theory Of Information Ecology

Internet is a new media form of public welfare communication.Network public welfare uses all media technology to spread public welfare information to the audience and transfer the concept of public welfare.With the rapid development of network public welfare platform and the popularity and convenience of mobile payment,users obtain public welfare information through new media channels and participate in public welfare activities online.Network public welfare has become the main way for new media users to participate in public welfare activities.In recent years,the types and quantity of network public welfare projects are increasing,and the fields involved are also expanding,which has aroused extensive social attention.Due to the openness of the Internet and the particularity of public information,it is of great significance to analyze the internal communication mechanism of network public information and clarify the network structure of public information communication to improve the quality of network public information communication,improve the participation of users in network public information and promote the development of public welfare undertakings.Based on the review and sorting of the literature,this thesis uses the information ecology theory,regression analysis and social network analysis,and takes Weibo information platform as an example to analyze.First,this thesis analyzes the development status and research direction of network public welfare,and elaborates the theory of information ecology,analyzes the operation mode of public welfare information of microblog network,and constructs the network public welfare information ecosystem model.Secondly,the thesis analyzes the public welfare information law and user behavior law of microblog network,constructs the influencing factors model which affects the information dissemination effect.The conclusion is that the four dimensions of information,the influence of information person and the public interest environment heat have positive influence on the public welfare information dissemination effect.Finally,based on the theory of information ecological chain,the thesis studies the network structure of microblog network public welfare information communication.Starting from the whole network and individual network,taking the topic of microblog network public welfare as an example,the author concludes that the public welfare information dissemination is non-scale network,the right of network public welfare information dissemination is concentrated in the hands of information producers and information organizers,and the information organizer plays a more important role in public welfare information dissemination.Based on the above findings,in promoting a healthy network public welfare information order and creating an ecological balance of network public welfare information,this study puts forward the following suggestions:(1)first,to ensure the quality and quantity of public welfare information,the higher the quality of information of similar public welfare projects,the more active users participate in interaction,the higher the influence of public welfare projects.Secondly,we should pay attention to the information creation of information producers,encourage the participation of certified users in public welfare information,ensure the public trust of public welfare information organizers,and ensure the information filtering efficiency of public welfare information decomposers,and create a balanced and efficient information dissemination ecological chain.Finally,the state and government should actively carry out public welfare publicity activities to create a good atmosphere and environmental heat for the dissemination of public welfare information,and encourage the participation of users.(2)The role of the network public welfare information ecological chain is symbiotic and changeable.It is necessary to ensure the equality of information dissemination rights of information people,to play the role of public welfare information organizers,to play the functions of users of all roles,to balance the influence of public welfare users,in order to prevent the monopoly of public welfare information and produce negative public opinion.At the same time,we should increase the connection of public welfare users,enhance the network density,promote the efficiency of information circulation,and build a good and healthy public welfare information ecological environment.