Study On The Public Service Activities Proceeded By Traditional Media During Micro-blogging Times

The public service activities are always very popular with the enterprises、 media、and non-government institutions, and the most influential form is through the media. After years of development, although the media public service activities develop some particular methods and strategies, there also exist lots of problems. However, when the micro-blogging emerges, it serves as a good platform for traditional media to solve those problems.This paper, from the perspective of communication, with the methods of literature research、content analysis、and case analysis, reviews the development of social welfare activities and traditional media public service activities, detailed describes the public service activities existing on the new micro-blogging community and the current development situation of the traditional media public service activities, analyses the advantages and problems of the micro-blogging carrying out social welfare activities, and finally makes a strategy discussion about how the traditional media popularizes the public service activities through analyzing some typical public service activity.