A Study On Media Workers' Public Practice In Microblog Commonweal

The last decade of 1990 s witnessed the rapid development of public welfare in China. After the Wenchuan Earthquake which occurred in 2008, public welfare undertaking has rapidly heated up due to the enthusiastic donation and support from non-profit organizations from all sectors of community. In 2011, welfare undertaking in China was once again focused by the public. With the exposure of the Red Cross Society of China(RCSC)'s “luxury feast” scandal and Guo Meimei scandal, the malady of certain official charity organizations has come forth gradually. The creditability of China's charity organizations has touched the lowest point in its history. Meanwhile, with the development of microblog, a typical representative of new media, the moicroblog commonweal sprung up everywhere, which also brings China's public welfare undertakings into a new era. Most of the initiators of these microblog commonweal activities are journalists. Resourcefulness and professionalism in the field of news media make them pathfinders of the socialized public welfare activities. When media workers get closely involved into public welfare undertakings, their role as a “publicist” to the activities turns to a “planner” behind the activities gradually. The role switching hence becomes one of the discussion topics in academic area.From the perspective of cooperative governance theory, this paper aims to conduct some researches under the framework of “source of motivation —— manifestation —— cooperative evolution”. Firstly, a comparison between the respective development of traditional commonweal and microblog commonweal would be made rely on relative data. Also, the advantages of microblog commonweal and the internal and external reasons why media workers got involved into it would be discussed. Secondly, the communication texts would be analyzed from different aspects, such as syntactic structure, script structure, theme structure and rhetorical structure in the discussion of typical microblog commonweal events under the framework. And the author tries to reproduce the mobilizing strategies that adopted by media workers in microblog commonweal activities and their role switching. Fourthly, the operation strategies that adopted by media workers in microblog commonweal undertakings would be explored following these thoughts: 1. The position and role of positive participants in cooperative governance is determined by the circumstances and interaction; 2. Positive participants' position and structure in the whole system has influences on the extent of cooperation. Finally, this paper tries to find out the answer to how should media workers participate effectively into the cooperative governance, illustrate the ways of cooperation in the entire complicated society and figure out feasible path of how to restructure and transform the entire public welfare mechanism through “micro public welfare”.This paper shows the intention of discussing the transformation of the role that journalists play in the microblog commonweal activities. They gradually become positive participants in cooperative governance instead of media workers during the media transition phrase. And to further answer the question of what is media workers' influence and function in cooperative governance theory. Besides, the relationship between media workers, society and the country is also taking into account.