A Research On Communication Effects In The Context Of New Media Public Service Activities

Since the1990’s, China’s public welfare undertakings ushered in a period ofrapid development. After the occurrence of the Wenchuan earthquake in2008, thanksto the private donations and kinds of the public welfare organization, public welfareactivities had heated up fast. The “Guo Meimei incident” in2011has severelydiscredited the Red Cross Society of China (RCSC), which marks the fundamentaltransformation in China’s public welfare undertakings. In2011, many Sina Microblogpublic welfare activities, such as “Free lunch”,“Taking photos at hand to rescue theabducted children”, provided new developing patterns. The use of the new media,project operations as transparent as possible and efficient supervision system makeMicro public welfare to shine, which also had great social influence.From the perspective of communication studies, through comprehensive contentanalysis and case analysis, this paper has analyzed public communication effect underthe background of new media. The introduction part explains the research background,research purpose and significance, research status and innovation points. And then todefine the related concepts, from the basic characteristics of public welfare, publicdefinition to the meaning of public welfare and so on, and the development of publicwelfare organization in China and made a brief review of the present situation ofpublic communication. Case study part, the first to introduce the background of the"free lunch" and basic situation at home and abroad, and then analysis the effect onthe spread of free lunch from the cognition, attitude, behavior, policy, and so on fouraspects. Studied the effect of the foundation, the author analyzed the effect factorsinfluence the spread of "free lunch", from the subject, medium, object and socialenvironment in four dimensions. The final conclusion part, summarized the full textcore idea, and to outlook the future trend of China’s public welfare undertakings.