The Research In Public Dissemination Of Traditional Media In Anhui

In China, people may mention the word "charity", when talking about the word "public ".The theory of charity has a long history dating from thousands of years as the old saying "one day,one goodness". The public welfare is a new word appearing after the May Fourth Movement and it become prosperous since the performing the policy of reform and opening up. Since a series of public events happened in2008, a budding civil public come into our eyes. As the media, civil society organizations, governments, enterprises have joined the ranks of public interest to promote the development of China’s public welfare, it also has triggered a discussion among scholars on the welfare of civil society.The welfare of academic research has focused on new media and the public dissemination in the field of information dissemination. Few people can not get interested in research of charity by some traditional media,such as newspapers television and broadcasting. In fact, traditional media is also trying a new way of public dissemination with the impact of new media when it is in new welfare reforming environment, CCTV " Waiting For Me," Anhui TV "Young Chinese Dream", Oriental TV "Everyday Charity " and other media launching more programs of public welfare has verified the necessity of the author’s public dissemination of traditional media.When people focus on the development of public welfare in the new media, the thesis has given a analysis of public dissemination in traditional media. In this paper, we can see the research scope of Anhui Traditional media, traditional media situation and so on. Why traditional media should get involved in public service? How to run a representative public service media brand?What methods traditional media can use to achieve transformation when faced with public environment? Those are the main contents of this thesis.According to this idea, the main contents of this paper is divided into six parts.Introduction to explain some of the major concepts, research methods, research purposes and research ideas, summarizes past research scholars of public communication and media relations;The first chapter is the spread and development of public media.The second chapter of Anhui public dissemination of traditional media profiles, Anhui brief overview of public dissemination of traditional media have been described in the chapter.Public brand also made to define in the concept.The third chapter is public brand case study,choosing three public brand as examples.And electricity through a cellular model of "love face to face" to do the analysis of brand building.The fourth chapter is based on the analysis of the third chapter and summarizes results of traditional media brand characteristics and problems of public.The fifth chapter is the author’s thinking of public dissemination of traditional media.Finally, as part of the summary.This paper argues that:Anhui traditional media to build public brand mainly due to platform and resource advantages of traditional media.Non-profit organization is not yet mature has contributed to the development of the brand.Becouse of the " instrumental rationality " of media,traditional media is facing with public brand core values unclearing, the lack of brand personality, brand unawareness and brand management unprofessing.but phase characteristics of the development of public welfare has provides a real space for traditional media.Therefore, I think that public dissemination of traditional media is still in need.The media of public identity reflects a social instrument to fulfill the social responsibility of media to promote national welfare and development of civil society.In this paper, the author uses amount of methods such as doing literature research, interviews, group discussions, case studies and so on. Except a lot of researches to gather first-hand data, the thesis also get a lot of information from media reporters, editors and other related people moreover,the author has interviewed the person, who get help from civil society organizations,the person who perform the public welfare in these organizations as instrumental information to write this article.