The Social Mobilization Of Rural Public Welfare Organizations Under The Threshold Of New Media

New media technologies,represented by the Internet,have become an important tool for public welfare organizations to link resources from all sides and carry out social mobilization.The success of social mobilization depends on what resources organizations can obtain.At present,there are many discussions on the social mobilization mechanism and mobilization strategy of social public welfare organizations,but there are few studies on how rural public welfare organizations use new media technology to obtain the resources needed by organizations to carry out social mobilization in online social mobilization.This study of the ancient villages in the country’s largest network of volunteers — "Friends of Spirit Community" as the research object,research on the theory of resource mobilization in the field of social mobilization perspective,through participatory observation,depth interview and other research methods,from the " resource mobilization " " members mobilization" mobilization "framework" three dimensions,the paper analyzes the new media environment under the rural public welfare,social mobilization,How to obtain the resources needed by the organization,how to mobilize members,and how to formulate the guiding framework of mobilization action,revealing the path,strategy and results of resource mobilization.This study found that Friends of Spirit Community on the media resources gained legitimacy resources,human resources,through the "find out problems,propose solutions,provide the operation platform" of the mobilization framework to guide network orderly conduct of action,especially the rationalization of the mobilization of content,to avoid the network group polarization phenomenon in the social mobilization;The relationship of competition and cooperation with the government not only guarantees the independence of the organization itself,but also defuse the risks in fighting for public rights.The online crowdfunding platform built based on blood relationship,geography and academic relationship can more easily establish the trust between the mobilizing subject and object,thus realizing the lasting online social mobilization of Friends of Spirit Community.However,the network social mobilization of Friends of Spirit Community is still restricted by such shortcomings as internal fragmentation and closure,lack of interaction with external public through the use of new media,passive access to media resources,limitation of mobilizing members,single mobilization framework and vague mobilization goals.