| The continuous development of internet philanthropy has led to the emergence of various types of philanthropic projects.The content description of philanthropic projects is the text that directly communicates with the audience,and is also an important factor that affects whether the audience will participate in donations.Therefore,in order to improve the quality of philanthropic project content and provide practical content writing advice for project initiators,this paper selects 200 philanthropic projects from the four major philanthropic categories of Tencent Charity Platform and conducts content analysis from the perspective of Taylor’s Six-Segment Message Strategy Wheel Theory.The study found that at the macro level,when writing content descriptions for philanthropic projects,there is a tendency to use a combination of transmission and ritual views.At the micro level,there are similarities and differences in the application of message strategies among different categories of philanthropic projects.The frequency of application of the "ration" strategy is relatively high in all categories,while the application frequency of other message strategies varies greatly among different types of philanthropic projects,and the text content based on the strategies also varies.Although the application of message strategies is generally present in philanthropic projects,there are still problems such as singularity,non-standard use,and lack of innovation.In order to further enhance the practical value of the research,based on the existing application achievements and shortcomings,this paper summarizes the application insights of message strategies for philanthropic projects,including: determining the message strategies to be selected based on the category of the philanthropic project,using a combination of message strategies to avoid singularity in project introductions,focusing on the core benefits of message strategies,and standardizing the use of message strategies. |
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