Study On The Development And Effects Of The Micro Public Interest

What can sentences within 140 words express? People seldom consider this issue until the emerging of microblogging. In 2009, one of the four major portal websites in China, Sina, firstly released “Sina Weibo”, which provides users a platform for obtaining, releasing and sharing messages as well as expressing opinions, emotions from individuals or groups. With only 140 words, “weibo” has immediately and flexibly met diverse information needs from web users, created a public discourse space, and has been changing the ways of social interaction. What can sentences within 140 words change? Also few can answer this question until the dramatic rise of microblogging in public interest. With the advantages of universality, timeliness, and convenience,microblogging has prepared public interest communication with an inexpensive and efficient dissemination platform. Traditional charity institutes suffered crisis of confidence due to a series of problems, such as opaque information wave after wave.Micro public interest, with the help of microblogging, issues public service information,raises charity donations, organizes public service activities online or offline and recruit volunteers, setting off a revolution of public service model, which is remarked as“forwarding leads concern, onlookers change China ”. Since 2011, a series of public interest projects, such as “Free lunch for poor children”, “Love save pneumoconiosis”, “care for veterans”, have raised great concern and support from web users. And Sina Weibo subsequently launched the "micro-public" platform,integrating a variety of micro public projects, which promoted the normalization of public interest. The micro public interest has changed the service model of traditional public charity, and non-profit organizations or individual have become the important subject of public dissemination, making civilian the new feature of public interest development in China.Micro public interest has developed no more than 6 years since 2009, and it is still a relatively fresh form of public dissemination. This thesis takes micro public interest as the main study object, firstly illustrates its rising background of media and society environment, as well as the current developing situation itself, pointing out the diversity of its communication subjects, themes and modes. This thesis also takes the public project “Love save pneumoconiosis”, which was founded by Wang Keqin, a famous investigative reporter of China, as the main study case among various public interest projects. Combined with communication theories, the thesis analyzes the developingsituation and communication pattern of “Love save pneumoconiosis”. By means of text-analysis and data-analysis, the thesis also studies the main communication subjects,modes, and dissemination features as well as communication effects of the project, in order to obtain a whole cognition of its micro public dissemination. Meanwhile, this thesis conducts an empirical investigation, which aims at discovering the influence in audiences of micro public interest from aspects of awareness, cognition and extent of behavior impact. According to the investigation, several problems emerged as the developing of micro public interest. Firstly, its hard to distinguish true or false of microblogging information. Secondly, there are large numbers of micro public projects with a low completion rate. Thirdly, the lack of professionalism and continuity impedes the considerable progress of micro public interest. Besides, the absence of legal protection and control places micro public interest in a dilemma. Appropriate suggestions are given in the thesis, wishing the micro public interest a more stable and considerable development in China.