The Dissemination Mechanism Of Microblogging Communication In Public Interest

As an emerging Internet technology and communication channel, microblogging has affected and changed our lives significantly with lightning speed. Communication by microblogging has conducted an unprecedented "micro revolution" in providing diverse information, changing the way of social interaction, formation of new public sphere and the integration of social participation.With the dramatic rise of microblogging, the microblogging in the public interest began in2011and grew rapidly. It can be seen clearly form a series of public events like Yu Jianrong’s "photograph and rescue child beggars", Deng Fei’s "free lunch for poor children", Sun Chunlong’s "bringing forgotten soldiers home", Wang Keqin’s "help occupational lung disease sufferers", donation for Yushu earthquake, blessing for "miracle girl" train crash victim Yiyi, Yao Chen’s "a follower, a dime for drought in Soathwest China" and the exchanges from pencil to charity school buildings that the openness, interactivity, the grass-roots and real-time nature of microblogging reduced the cost of public participation in the public interest and made new opportunities in the development of communication in public interest. Meanwhile, the official charity organization suffered confidence crisis because of a series of scandals. The microblogging was used to release of public information, to raise money for charity, to recruit volunteers, to organize public activities, and to announce the donation accounts. It is believed by microblog users that "following is power and resending is to participation". With this high effective communication mechanism,"micro public service" broke through the traditional public service mode, and proclaimed the era of universal public service and the public has seen the significant influence of microblogging in communication in public interest.The concept of communication in public interest and the effect of the participating subjects in the value chain of communication in public interest were analyzed firstly to investigate the role of media in communication in public interest in the theoretical perspective of the media publicness. Based on that, the concept of microblogging in the public interest was introduced. The development status of the microblogging communication in public interest at home and abroad was explored. The media ecology for th rise of microblogging public was analyzed:the. traditional public service mode was limited by the macro social environment risk; the paradox between social indifference and the awakening of public consciousness of micro-audience environment; the support of the social media related to the two aspects and the intense competition between the media. This paper analyzed the dissemination mechanism of microblogging in public interest. A large number of instances of microblogging dissemination in public interest were collected. The unique mechanism of the effect of microblogging dissemination in the communication subjects, communication contents and dissemination path by statistical analysis, typical case investigation, comparative analysis, text analysis, etc. It is concluded that the contribution of opinion leaders is enormous that dominate the initiation and spread of the public interest issues from the view of dissemination process of the microblogging in public interest public. The contents of communication show a tendency to personalized and innovative "micro-content". The advance of spread depends on the "weak relationship" between the microblogging circles, the fission communication, the follow-up of the traditional media and the extensive interaction of multi-subjects such as government departments. Based on that, the online crowd donation and the related off-line activities lead to situation of a high degree of public participation. The positive social effects and the problems of public confidence, continuity and legitimacy involved in the ethical, legal, institutional and other aspects in the development of the dissemination of microblogging in public interest public. Suggestions were given on institutionalization and organization dissemination of microblogging in public interest public at the end of the paper.