Social Mobilization In Microblog Aid

"Ever since the emergence of media, it has engaged in all important social reforms" said Schramm, the father of communication, decades ago. Currently the media is playing more and more important role in social life. As one of its social functions, media aid is to improve the living conditions of the underpriveliged group through a variety of media tools. The rapid development has granted more room for the realization of media aid. The social mobilization through the platform of microblog has engaged more and more support and involvement of people from all classes. It has also improved the aid effeciency and created new method of social mobilization and aid maximizing the positive effect. This thesis focusing on social aid through microblog endeavors to demonstrate the pattern of social mobilization, the function and the problems faced with in the aid through microblog.The introduction part presents the relavent backgroud information, the clarity of the purpose and the practical meaning of this research. By sorting out relavent literatures, the thesis makes clear its focus and the key feild to be studied. Based on this, the thesis puts forward the question and sort out the outline of the research.The first chapter gives a all-around introduction on the media form of microblog and its characteristics of transmission;meanwhile it gives a comparatively full discription of the subject by listing its development and evolvement process. Then, the topic turns to the analysis of media aid and microblog aid, the concept of social mobilization and the social mobilization in microblog aid.In the body part of this thesis covering from chapter two to four, each deals with one case as the subject foucusing on different aid forms of social mobilization in microblog aid. Chapter two chooses as its subject the event of combating the abduction of children using microblog. By sorting out how it comes into being and develops, the thesis studies in which way social forces and government leaders push ahead its development. Taking as an exemple the Wenzhou bullet train accident, chapter three studies the aid of mobilzing social forces through mocroblog in public emergency. Chapter four focuses on the public welfare activity of Free Lunch and discusses the way of social mobilization in such activities.Chapter five is the conclusion and analysis of what have been dealt with above. In this chapter by analizing the way of social mobilization through microblog it sums up three patterns of social mobilization in microblog aid and by comparing them with traditional ones it emphasizes the importance of social mobilization. Meanwhile it brings about practical thingking and theaching on moblizing social forces and providing aid through analyzing problems encountered in the process of social mobilization. As an emerging socialized media form, it’s originally accepted as an entertainment. Paul Levinson, the Canadian shcolar on communication, has said:"when media first comes into being it mostly take the shape of toy. As toys they are well recieved by the public mainly because of its being facinating than its function." However, in the process of microblog aid, its social functions has been materailzed to the largest extent through social mobilization.It demonstrates that new media can better serve our lives as an individual and a member of society if properly applied.