| In 2011, Jocie Guo events led to public welfare undertakings in a huge crisis of confidence in our country, the focus of the argument is her Micro-blog real-name authentication status reading "the Red Cross society of China commercial general manager". Then Chinese Red Cross held a press conference, to leave the relationship with Jocie Guo. But the accountability storm by Jocie Guo events intensified, spreading from online to offline. A month later, donations of the Red Cross around china drastically reduced. The accountability storm from again exposed the disadvantages of China’s public welfare system. Traditional public welfare leading by the government already can’t satisfy people’s growing public demand. On the other hand with the development of Internet technology, from the Web1.0 to the web2.0, the Internet with its immediacy, interactivity, feedback and extensive participation has given rise to as "the whole people to participate in " the core characteristics of the social public welfare. It gradually breaks the traditional Chinese government leading public welfare cannot satisfy people increasingly diversified and professional public consumption demand. Due to the public welfare is the loanwords, usually confused with charity in China. I distinguished the public welfare and charity with the civil society as the breakthrough point. Charity is the result of power relationships, but public welfare is the result of social community’s cohesion and identity under the background of civil society. Then this paper expounds reasons for the rise of the public welfare communication. Mainly includes the development of market economy to bring the interest game, nonprofit’ social organizations’s development to break the deadlock in public welfare system, The Internet technology to expand the public right of discourse.This paper combines the basic research method of communication and the internet’s technical features of real-time, interactive, feedback, etc. Also gathered the typical characteristics of the case in the network public welfare communication of China since recent years for analysis, to summary of China’s the new form of network public welfare communication. Including the diversity and dynamic enhancement of communication subject, the relations of equality and the micro angle on communication attitude, the integration of multimedia and comprehensive interactive on communication strategy, both facts and data contents, both supervision and disclosure contents on communication contents, agenda setting of universal and folk opinion leaders on communication effect.The network public welfare communication construct the two-way communication environment, and drive more people to participate in public welfare, so makes opinion of the blending between the media and the media, the media and the government, media and the public, between the government and the public. But in the process of network public welfare communication in our country is also facing a series of problems mainly for the four aspects. The one is multiple transmission noise, lack of credibility. The second is One-way leading by opinion leaders, low degree of organization. The third is restricted to traditional public resources, backward of the public consciousness. The fourth is blank in laws and regulations, lacking of legitimacy.At the end of the paper discussed the strategy of China’s network public welfare communication’s healthy development. Including established the legal norms of public welfare communication and used the experience of advanced countries. It is worth mentioning that also from the perspective of cultivating social capital, to regulate the three dimensions of specification, trust and network, analyzed strategies to foster social capital in network public welfare communication... |
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