The Interaction Phenomenon Of Public Dissemination On Sina And Tencent

In china, the public welfare has been going through three phases:official public welfare, non-government public welfare and civil public welfare. Due to the development of Internet technology and the combination of various media, there is a breakthrough of public dissemination on traditional media. Therefore, based on the technology of search engine, web portals become the new platform for public dissemination, absorbing diverse social resources and media resources. Contrary to the traditional media, web portals create a open platform that government public welfare organizations、enterprise、media and even citizen can be involved in public welfare all the time, which highlights the characteristic of interaction in the public dissemination. According to several practices gradually emerged in the dissemination process on web portals, the author analyses the interaction of public dissemination and the relationships among dissemination factors.This article is divided by five parts:first of all, the author outlines the research on public dissemination both domestically and overseas so as to determine research purpose、research subject research method and research meaning of this article. Besides, in the analysis of reference, the author defines the concept of "public dissemination"、"interaction、"interactive phenomenon" respectively. Regarding to the second part, the author briefly summarizes the general situation of public dissemination on traditional media, particularly introducing the public dissemination and its interactive phenomenon on newspaper television and broadcast. Then, the author proposes the conclusion that the pattern of public dissemination on web portals might be a new opportunity. The third part、the forth part and the fifth part together constitutes the core of this article. Specifically, at the third part, the author not only emphasizes on the three forms of public dissemination, public welfare report、public welfare image and public welfare activity, on web portals but also simply describes the interaction between public welfare report and public welfare image. Moreover, through some particular case study at the forth part, the author researches interactive phenomenon existed in different dissemination subjects% dissemination dissemination forms and dissemination patterns. The characteristic of interaction is point-to-point、point-to-face and face-to-face. Also the author demonstrates the dissemination effect under multiple interactions and corresponding advantage and social meaning. At last, the author uses the fifth part to present the development ideas concerning questions revealed by the current interactive phenomenon.