Research On Publicity Communication Of Microblogging

With the innovation of information technology, microblog,as a representative of the new media,has not only become the main channel for people to obtain information, also reshape the social individual lifestyles, which plays an increasingly important role in interpersonal communication. It provides a new impetus to social welfare organizations,change the mode of transmission of traditional community organizations, and expand the dissemination platform of the commonweal organizations. Since after the 2008 earthquake in Wenchuan, civic awareness of public welfare has been awakened with explosion and the programs for public good have entered into the rapid development stage. Some grassroots NGOs such as "Microblogging crackdown on the kidnapping ", "free lunch", taking advantage of the distinct features of microblog like high efficiency, convenient participation and highly interaction,provide the platform for citizen’s participation in commonweal undertakings and combine public demands with government support so that a positive interaction of online and offline mode is formed and a new chapter of philanthropy opens.The innovation of this paper is the author apply communitarianism as the theoretical basis,from the perspective of mass communication to study the process of microblogging public dissemination. The author also analyzes the spread of the constituent elements and propagation mechanisms by introducing the gate-keeper and agenda setting theory.This paper through the analysis on the case of free lunch further study the propagation modes of microblogging welfare, which is beneficial for us to make use of the microblogging platform to carry out the high efficient public service activities in real life and provide some reference for the promotion of public welfare industry.