Research On The Development Of Public Welfare Communication In China’s Micro-blogging

Along with the rapid development of Internet,the spread of the public through micro-blogging form has been development for six years in our country.On the one hand, to promote the idea "national public welfare" by the public to know, understand and accept, push the "public interest" the dissemination and development of the concept of new public service. On the other hand,to reshape the image of China’s public welfare charity, enhance the public credibility of the organization. In this paper, the spread of micro-blogging public welfare development in our country can be divided into two phases, the first stage is a delegate with "free lunch" project "national public welfare", this stage of the micro-blogging community spread more rooted in public heart is "national public" concept.The second stage is "ice bucket challenges" activities on behalf of the era of "public interest", advocated through more easily spread, light the way for public welfare. In this article, through the analysis of the two typical cases, summed up the micro-blogging public spread in different stages of development in the transmission mode.Micro-blogging in China public communication in the process of development, some problems also increasingly highlight, hindered its rapid development and benign communication. In this study to influence the spread of micro-blogging public welfare development dynamic mechanism is analyzed,on the basis of the various stages of the development of micro-blogging communication process,summarized the micro-blogging public interest in developing the characteristics of the present, found that China’s micro-blogging distortion existing in the development of public welfare communication content, spread from subject to the construction of credibility, timely follow-up information public welfare activities, mufti-party supervision and promote the healthy development of public communication and other aspects provide feasible measures for the development of public communication, urged the public health, fast development of our country.