Research Microblogging Spread Public Interest

It has past a few years after the birth and development of micro-blog in China, but it has become an integral part of the social network platform, In2011, in China Internet public opinion analysis report it has showed that by the end of2010the number of micro-blog users was63110000, however, only after a year the number soared to250000000. Therefore, micro-blog has become the fastest China’s user growth of Internet application mode. The rise of micro-blog is changing the way of people’s life, and promoting the communication between people. Public communication is a non-profit communication activity, its starting point is to obtain the interests of the public, to promote the development of public welfare undertakings, and to make progress of the social culture, and then push forward the progress for the overall society. It is micro-blog that has opened up a new way for public communication, in which netizens lift a finger can also be a small donation, and this simple and creative way soon received by users. Micro-blog public form is different from other media, it is flexible and convenient, and it will help spread information more widely with its very strong aging performance in a short period of time, so it can accumulate the power from all walks of life to make up for the limitations of traditional public service activities. In addition to providing pure entertainment, the use of micro-blog communication public welfare can also play its greater value, to propose a more positive energy, and to play a force for good.Micro-blog provides a new opportunity and gradually changes the existing pattern for the development of philanthropy in China. The questions on how to analyze the communication process of micro blogging charity by the basic knowledge of mass communication and how to play a greater role in public service by the new media are worth considering. This paper discusses this question in five parts.Part one introduces the background, the status quo, the objective of the research, the content and the methods. The reasons for the research and the significance are illustrated by the existing literature resources and the status quo of micro-blog.Part two discuss the micro-blog public welfare and communication.Part three concludes the nature and features of the charity of micro-blog. It summarizes the process of emergence and development of micro-blog and public service propagation such as the features and the ways of propagation. Based on this, the charity micro-blog is positioned and the nature and features of the charity of micro-blog are analyzed.Part four analyzes the content and forms of charity propagation by micro-blog. It mainly illustrates the application and embodiment of basic theories of mass communication in the process of propagation, and analyzes the content and forms of charity propagation by micro-blog.Part five is about the existing problems and debugging of charity propagation by micro-blog which points out the existing problems and puts forward views and strategies on such problems.