Micro Public Welfare Propagation Path And Dynamic Mechanism Research In The New Media Environment

In the construction of harmonious society, the demand of the citizens of material wealth andthe spiritual wealth are rising at the same time. But people pays more attention to satisfaction andthe enhancement of personal spiritual level,and is committed to upgrading of self social valueand the realization of social public interests. At the same time, in continuous fever of thetraditional public communication, the main force of public communication such as civil publicwelfare and grassroots public welfare in the field of social and public interests and welfare policyappears, and the public ideas get consistent high praise. Micro public welfare behavior as theimportant supplement of the government to perform its duties in the public interests, has animportant influence.In2011, public welfare frequently become the social focus in our country. Within a year oftime,"priceless food" for the Red Cross,“Guo Meimei event”,“Song Ching ling foundationevent” and so on occurred frequently, exposing all kinds of problems of public welfare, thetraditional public welfare suddenly fell off a cliff. Meanwhile，micro public welfare is in a starkcontrast to traditional public welfare. A series of micro public welfare activities such as “Freelunch”,“Weibo DaGuai”have sprung up in succession. Micro public welfare opens up a newpublic propagation path by virtue of the concept that everyone is doing charity.This article trying to analyze the micro public dissemination study depends on the basicresearch methods in journalism and communication. Through the definition of micro publicwelfare and propagation characteristics, mainly in micro public welfare propagation path and thepower of transmission as the research object. At the same time, the paper discusses how to get aproud effect of micro public welfare during the spread communication. In this paper, through theanalysis of the grassroots, social media, government departments respectively in micro publicwelfare the spread of different role in the propagation path, it is concluded that the micro publicwelfare three-dimensional interactive transmission path. In the meantime, also on the publictransmission, transmission power, respectively, to make a detailed analysis. Finally by analyzingmicro public welfare communication present situation and the problem, such as lack of authority,lack of continuity and so on, from the legal aspects, media literacy, the media self-discipline,seeking to crack micro public welfare communication difficulties, makes every effort to promotea sustainable development of micro public welfare.