For The Application Of New Media For Social Mobilization Public Welfare Organization Research

At present, our society has been through a profound change, and the government has gradually drawn back from some public fields while so many NGOs have grown up and used web media to communicate with the publics and to publicize their ideas.As a matter of fact, the combination of the public benefit activities and web media has become a trend. For this, this research focused on how new media (saying as microblog, QQ and BBS, etc.) influence the approaches and effects of social motivation conducted by these NGOs.Case analyzing has been brought in as the most important research method. In the discussion of social motivation by new media conducted by ADDream Foundation, the conclusions figured in three aspects:how the usage of new media improves the effects; how it change the boundary of the organization itself; and how it influence the society’s structure whole social opinions.After finding the features of using new media as interactive approaches, this research gave some suggestions:how to use new media to improve the effects and how to avoid the problems it might cause in the future.