The Communication Mechanism And Effect Of "Love Wardrobe" In We Media

The “Love Wardrobe” is a social public organization,which was born on We Media platform in recent years and has been more influential.It focuses on clothes and education of children in the frigid mountain area and be widely concerned by the society.The development of We Media provides transmission carrier of “Love Wardrobe”,so this paper taking “Love Wardrobe” as an example,studies its transmission mechanism and effect on We Media platform.The study found that as a typical representative of the era from We Media in the public organization,in We Media transmission ecology,"Love Wardrobe" formed by the general public as the communication center of diversified communication subject,and by using a variety of communication channels with We Media as the core,the dissemination of new diversified communication content pushed to the typical audience diffusion mechanism.In this communication mechanism,the traditional mode of public welfare communication still exists,and is complementary to the new communication and diffusion mechanism,resulting in different communication effects.This study holds that the realization of the value of public information depends on the effect of its transmission.When the public interest information is transmitted to the audience,perceived by the audience,produced a change of the audience's attitude,and at last makes the general public spontaneously produced public welfare behavior,the value of the public interest information is realized.Through the questionnaire survey,the basic situation of the “Love Wardrobe” public organization from the media audience is understood and the effect of public welfare communication is studied.The purpose is to evaluate the value of the “Love Wardrobe” by three aspects of cognition,attitude and behavior after the communication of public welfare organizations.The research found that the audience's cognition,attitude and behavior have a certain relationship with the channel of choice.On the basis of this,it analyzes some problems in the process of public welfare communication of the “Love Wardrobe” public welfare organization in the media platform,and puts forward some strategies to solve the problem.