Educational NGO Program Research In Organizational Communication Perspective

In order to realize Non-governmental organization’s grand vision, it needs to carry out the specific items. The thesis is targeted at educational Non-governmental organization-Shoulder Action as study object; examine the pattern, character and deficiency of organizational communication in the double changing impacts of new media environment and network organization structure.Tuition aid project of Shoulder Action is transit from "Rural Library" project to "Every Class Owns a Book Corner" project. Through analyzes and summarizes large numbers of first hand materials, the author finds out the transition of operation pattern is the organization’s transition from linear communication pattern to network communication pattern indeed. The thesis mainly uses qualitative method through in-depth interviews and questionnaire, the author compares these two organization communication patterns in the same latitude, sum up the deficiencies of linear communication pattern and focus on analysis characters and functions of network communication.In the end of the thesis, the author put forward some suggestions for the development and communication of educational Non-governmental organization which are based on the organization communication status of Shoulder Action.