The Study Of Micro Public Welfare Communication Process And Effects

Micro public welfare comes out in social transformation period. It is developed based on a network platform and is a public welfare form with stronger interactivity and transparency. The development of the micro public welfare is complied with the trend of social change. Meanwhile, it has the overwhelming advantage and is the development trend of Chinese future welfare.This paper takes three Sina micro public welfare projects "free lunch","clearing dust with love" and "micro blog crackdown" as examples. Through reviewing the development and origin of three cases, it analyzed their communication process. Comparing traditional commonweal communication and micro public welfare communication, it fully expounded micro public welfare project operation process and the process of information transmission. The research found that micro public welfare has features of a low threshold, transmission diversity, significant opinion leaders’ influence and real-time interactivity. Its communication effect is superior to the traditional public welfare. However, micro public welfare communication still has great space for progress. It requires the joint efforts of government, the public welfare organizations and the public, to promote the development of China’s public welfare undertakings.