WeChat Communication Of Public Good Research

With the rapid development of Internet technology and the surge of netizens,WeChat public welfare communication has become the pet of public welfare activities.As a non-profit dissemination activity,the WeChat public service has the basic function of promoting the moral consciousness of the citizens,cultivating the socialist core values and consolidating the socialist harmony.This paper chooses WeChat public welfare communication as research object,and studies WeChat's public welfare communication mode.First,the article clarifies the present situation of the development of public welfare communication at home and abroad,defines the concept of public welfare communication and the public service of WeChat.Secondly,taking "the little friend Gallery" as a case,analyzes the five aspects of its communication subject,communication content,communication path,the audience and the effect of communication;in the research method,a large number of WeChat public welfare On the basis of the example of communication,the research methods,such as case analysis,contrast analysis and text analysis,are studied.The path of the WeChat public welfare communication is point to point,point opposite and with the help of the WeChat public number;the government,enterprise unit,public welfare organization,and the public are leading the initiation of public welfare issues;The content of sex is more liked by the audience;from the social level and the individual level,it analyzes the audience's motivation to contact the WeChat public welfare,and evaluate the effect of the "small friend Gallery" from three levels of cognition,attitude and behavior.At the end of this paper,the shortcomings of the WeChat public welfare communication are discussed: the truth and false of public welfare information is difficult to distinguish,the crisis of trust is triggered;the scope of public information dissemination on the WeChat platform is limited;the follow-up is insufficient,and the degree of organization under the line is low.This article puts forward some reasonable suggestions: a comprehensive construction,reshaping the public public credibility of WeChat,multi platform promotion,diffusion of WeChat public welfare communication power,multi dimension participation,enhance the public welfare influence of WeChat,and establish a new public welfare pattern of "everyone".