The Study Of Micro-blog Public Welfare Communication Effects

With the progress of network technology, micro-blog as a new type of social media and information dissemination platform is widely used by people. And it gradually began to focus on more aspects of social life. The traditional public welfare communication in our country adopts the top-down approach. Public welfare give people the impression that it’s elite. Along with the progress of communication technology, public welfare communication is also converted idea, it selects the new social media to spread which are closer to our lives. This is conducive to advocating the concept of public welfare, and also promotes the development of public welfare undertakings and the promotion of national quality.Since 2011, the public welfare communication entered the micro-blog platform. Micro-blog as the carrier of the public welfare communication has changed the traditional model of public welfare communication form. Micro-blog registered users can participate in the communication. It increases the enthusiasm of public participation in public welfare communication. At the same time, the main diversity also makes the content of public welfare spread more diverse. In addition to the advantages of online and a wide range of advantages of micro-blog, welfare communication also seek the cooperation with the public service, in order to protect the integrity of the operation of public welfare projects.As a new form of public welfare communication, the spread effect of micro-blog’s public service is more significant. Low barriers to entry, numerous users,and opinion leaders’ force in the secondary or multistage circulating propagation make more micro-blog users access to public information. The influence of main body of communication, the closer content of life and varies ways of communication makes audience identify the public communication in emotionally. They participate in public welfare undertakings by public attention, forwarding information and donation etc. They further enhance the concept of public interest, and establish a sense of civic responsibility.Micro-blog public welfare communication has a significant positive effect, while it also has a negative effect, due to the lack of gatekeeper, lack of professional and other reasons. The media literacy of micro-blog users is not the same. It is difficult to guarantee the authenticity of the content of the micro-blog public service communication. Information quantity and high repetition content make the audience feel information fatigue. With the rapid update of lots of information, the lack of characteristics of public information communication make it ignored by the audience unconsciously. Micro-blog as a new public welfare media lack legal constraints. Some illegal users spread false or negative information so that the public credibility is declining. It cause a disgust feeling of public and is not conducive the spread of public welfare,Good development of public welfare is an important manifestation of the development of civil society, but also the performance of the quality of citizens. At the same time, the development of public welfare also is good to build the harmonious society. In order to make it develop continuously, it also needs the joint efforts of the whole society. Users should enhance their media literacy to distinguish the authenticity of information. Micro-blog as a communication channels should provide public welfare communication priority right. The continuous improvement of internal mechanism, the policies and regulations made by government, the cooperation of traditional and new media are reasons of standardized development.But what is most important is a deep understanding of the public welfare for audience. The depth of the concept of public welfare will promote the long-term development of micro-blog public welfare communication and the whole public welfare undertakings.