Study On The Dissemination Of Experiential Public Welfare Activities In The Internet Era

Nowadays,Chinese society is facing a crucial period of social development and transformation.The emergence and development of public welfare can,to a certain extent,solve the problem of unequal distribution of society and play an important role in the establishment of a harmonious society.With the advent of the Internet era,experiential public welfare activities have also become rapidly developed as a new type of public welfare.The experiential public welfare activities in the Internet era have great advantages in terms of participation,and also provide new ideas for the development and dissemination of public welfare activities.This paper provides the analysis of the advantages of experiential public welfare activities in the Internet era in four aspects,which are dissemination subject,dissemination content,dissemination channels and dissemination effect.Firstly,the dissemination subjects involve grassroots Internet users,opinion leaders,enterprises,and public welfare organizations.Secondly,dissemination content normally revolves around advocating the concept of public welfare,introducing the participation methods and the development of the activities,as well as the whereabout of the donations.Thirdly,the channels of disseminations include social media,public interest platforms,and web broadcast platforms and video client APPs.Lastly,dissemination effect is studied from the perspective of the cognitive,attitudinal,and behavioral levels of the audience.It is found that experiential public welfare activities in the Internet era are able to raise the awareness of the audience and stimulate the discussion on such activities,which leads to diversified attitudes,but also enthusiasm for donations.At present,the dissemination of experiential public welfare activities in the Internet age has problems of using star hype,excessive entertainment,single communication mode,low activity and so on.In view of these problems,this paper puts forward the optimization suggestions on the rational "star card",the public concern for public welfare,the mode of innovation activities,and the sustainability of the strengthening activities.