Research On Public Welfare Communication Based On Microblogging Platform

For a long time, yueyue incident continues to spread on the Internet, such as to many netizens left a deep impression, public opinion is why lament our social moral landslide at this point. In the heart of every man, in fact, there is the pursuit of moral, have more sympathy for the weak, help others nature. At the beginning of the people, this is good. Public welfare activities, as the highest realm of human social activities, is an important symbol of human civilization progress. China is an ancient civilization, formal state, one thousand years, the Confucian "benevolence" as the core ideas to lead the mainstream of Chinese culture thought, to a great extent, shaped by the Chinese nation line, poor, benevolent good quality, charitable consciousness is deeply rooted in the heart of every Chinese people,With the emergence of social media, especially the widely application of the microblogging platform, many public welfare projects by Li Wei platform could be carried out widely, for the development of public welfare undertakings and found a new path. Weibo unique attributes overturns the traditional pattern of public communication platform, more emphasis on weibo for ordinary users to actively participate in and small contributions, many a mickle makes a muckle, cumulatively, emphasize the public’s awareness of the body of the individual to society, to understand the public not only is the business of government, enterprises, more is not only rich people or other things, but we want to do your own thing, public welfare behavior by the public individual empathy, compassion, into a kind of social behavior. Change from reliance on the government to rely on their own public public welfare activities, greatly mobilized the enthusiasm of the public to participate in public welfare activities, stimulate the public sense of social responsibility and sense of mission, contribute to the popularization of public interest in the whole society.But, because of wide range of public undertakings and has connected with the interests of the mass, thus tend to reach the social sensitive nerve. Like hidden behind the "guo meimei incident", it is social trust relationship, the structure contradiction between the network and public welfare undertakings, that is to say, the trust relationship in real social network is not enough to support the further development of the public welfare undertakings. From objectively speaking, weibo space is also relatively loose relationship network weibo public dissemination insuperable barrier. Although weibo own many advantages can not only solve the current problems of transmission, but also brought huge public welfare effect, highlights the microblogging powerful effect of social mobilization. But the water boat, can if improper use can result in a lot of negative effects, weibo disorder of network space and the spread of weibo itself features makes microblogging public interest spread the information, confused effective public information arrival rate is low, frequent false public welfare, illegal cost is low, the poor public welfare project sustainability, public welfare activities blindly follow wind induced a series of problems such as resource waste. In this respect, weibo the development prospect and direction of public welfare there are likely to be variable.