Research On The Subject Of The Charity Of The Website

In 2011,Chinese philanthropy broke out a series of negative events, causing great concern. For a time, these adverse events were reported at great length,and the charity had become the target of public criticism.This severely hampered the development of China modern philanthropy. Survey shows that since the Red Cross "million meals" event and the Guo Meimei incident were exposed, the public trust in charities bottomed,and the contributions dropped significantly.At the same time, with the improvement of the political environment, social environment and media environment, the negative theme reports are no longer as severely restricted as in the past.And with the widespread use of micro-blog and other social media, as well as online media seriously coerced traditional media,the magnitude of the negative subject reports become more widely, and the influence strengthens gradually.In this paper, based on the People’s Daily Online and Sina, we choose the philanthropy negative theme reports of the two sites as the analysis subject. In order to explore the present situation and the characteristics of reporting philanthropy negative themes on the two websites, we analyze three main areas, namely the content of reports, the report form and the interaction,then we mainly focus on questions, and put forward the corresponding improvement measures.The study finds that when the websites report adverse events of philanthropy, they could report the events faster and basically able to do real-time reporting; and report in the form of diversification with diverse communication subjects and communication channels.But there are also the following problems:the degree of integration and use of information resources are not enough,which cannot well present the diverse viewpoints of each adverse event; lack of ability to check and the news supervision of public opinion shows carnival; single source of information and lack of interactive development, cannot adequately reflect the network public opinion with and then to guide public opinion accordingly. According to these problems, finally,the paper puts forward the corresponding solutions:making full use of the advantages of the websites to integrate the news resources effectively;strengthening the "gatekeeper" consciousness to regulate the public opinion guidance and supervision;sounding multi-source, two-way communication and enhancing interaction.