Research On Communication Of Micro-Public Welfare—Subject. Model. Influence

Virtual community and real society hook more closely in the present China. Through "chorus" in the network of public events, the netizen participate in the process of China’s social change. As the representative of web2.0, micro-blog has replaced the network BBS "command in the world" of web1.O era, and it has become the main platform for the netizen to get information, release information and participate in public affairs. As an important characterization of micro-blog to participate in public affairs, micro public welfare gradually becomes the norm of the network society with the trust crisis of traditional philanthropy though it was once let people feel strange. Since2008, as the representative of the official public organizations, we often heard the scandal of the Red Cross frequently:"whopping tent","whopping meals" and"GuoMeimei event", the crisis of confidence of the official public welfare is frequent. In the face of charitable trust crisis storm, netizens begin to find out a way to help people through micro-blog propagation effects. They are fully aware that the micro-blog in some news events of "feeling" and public opinion influence begins to show its "soft power".This study on the exploration of micro public welfare spread mainly follow the framework and clues:relevant interest structure under the micro public welfare relationship-word spread framework-mobilization mechanism-effect, problems and countermeasures. First of all, analyze the four subjects of micro public welfare by introducing the Stakeholders Theory in economics:public welfare organizations, government, individuals, traditional media, multiple traits with micro public welfare subject and its "multilateral" relationship. Secondly, take the framework analysis as the theoretical paradigm. Choose the typical transmission of micro public events as the research case. Survey different types of stakeholders on public welfare-public welfare organizations, opinion leaders, government and media. Through the transmission text to analyze the syntactic structure, the script structure, thematic structure, rhetorical structure as well as the content analysis and discourse analysis of the news sources. And try to answer:Different stakeholders how to construct a specific micro public welfare event? For which interest groups they provide opportunities for the public expression in the case of reproduction? What’s the most frequent presenting discourse? What words they are ignored or covered or failed to gain sufficient significant degree? And we further explore the relationship between competition and cooperation of multiple frameworks. Third, the network with its strong communication and interaction strengths, not only for the individual to express their emotions, more importantly, as a completely different from the traditional mode and powerful social mobilization structure, it provide the important mobilization resources and opportunities for the various stakeholders of the micro public welfare and the discourse framework they constructed, and forming a unique micro public welfare dissemination mobilization mechanism. In the micro public dissemination of network mobilization, the network mobilizes all follow consistent operation mechanism:whether the subject is the public welfare organization, government, traditional media, or the subject is grassroots power outside the system. The mobilization mechanism was set up by the agenda setting, the emotional mobilization, identity shaping and online interactive links. Each link has a specific function, it also services in the whole operation mechanism. So as to reach the purpose of mobilization. Fourth, micro public welfare not only has a great influence on public policy, and promotes the democratic process, but also injects the fresh energy to the old China charity model, changes the old traditional mobilization and conservative aggregation approach, promotes public welfare charity more open, independent and pluralistic. But the current development dilemma is worrying; it is imminent for us to give the reasonable regulations and guidance.This study takes micro-blog Sina as the case, through the data mining, social network analysis, framework analysis, typical case analysis and other methods, presents the problem of micro public welfare’s plural form, characteristics, functions, mechanism of action and reality influence. In order to describe comprehensive and objective picture of micro public transmission, and fill some gaps in research on the basis of the system and the thorough analysis. China is in the key period of political and economic transition, in the care of the macro background of social, politics, economy and culture. Analyze the spread of micro public welfare stakeholder "say what" and "how to say", and further study micro public welfare dissemination of the interaction between stakeholders and their influence. It is no doubt that opens a window to understand the spread of cacophonous picture of the Internet era. This paper bases on the history and realistic context of contemporary Chinese society, and gives the realistic criticism and investigation to the new generation of China public welfare communication form.