Research On The Effect Of Experiential Public Welfare Activities

"Ice Bucket Challenge" game became popular in August 2014,then the experiential public welfare communication activities entered the public view.The experiential public welfare activities take social media as the communication platform,through the design of game activities,experience the feelings of the recipients.As a new form of public welfare,it also caused various controversies in the process of communication.The emergence of experiential public welfare activities has its political,economic,cultural and media factors.The transformation of government functions has stimulated the vitality of civil public welfare organizations,and people have more freedom to choose;the development of the social economy,the consumption concept and mode have changed significantly,and the experience economy came into being.Meanwhile,the change of the structure of social and cultural power lead to realize the self empowerment and self value of the people in the interactive participation.Social media provides more diversified channels for public welfare activities,and the spread of public information is more efficient and convenient.The experience type public service has the characteristics of great "participation","experience" and "game nature",and its communication process is divided into four stages: initial mobilization stage-media setting issues arousing attention,viral diffusion stage-opinion leaders leading and diffusion issues,thermal maintenance stage-media linkage communication re creation Questions and feedback and evaluation stages.This study focuses on the fourth stage as a starting point,and investigates the actual communication effect of experiential public welfare activities from three levels of audience cognition,attitude and behavior.The survey found that,on the whole,people do not understand the experiential public welfare activities very much,most of them are through mass communication from the view,understanding to part of the participation,emotion and attitude tend to experience the trend from positive to negative final rationality and neutrality,the audience's emotional index of experiential public welfare activities depends on the form,the theme and the value of public welfare.Study found that most of the public have high sensitivity to "public information" itself,and will actively disseminate information;but it is not very positive in the specific participation in the experience of public welfare activities.Media contact,social structure of the audience,social identity,opinion leaders,media reporting tendencies,interpersonal relationships and other factors affect the public's specific participation in experiential public welfare activities.Throughout the whole experience-based public service,there are many problems,such as the lack of adherence to the rules and the public,the neglect and marginalization of the recipients,the lack of continuity of activities and the serious tendency of entertainment.Therefore,it is great strategies to adjust the activity rules flexibly according to the difference of the audience,take the "fact" and the "emotion" strategies,and give full play to the different media advantages to maintain the heat of the topic.The purpose of this study is to improve the communication effect of the experiential public welfare activities,to promote the healthy development of the experiential public welfare activities,to explore the methods and strategies for the media to train public welfare concepts,to guide the public to participate in public welfare activities and to build a well public welfare environment.At the same time,based on the whole communication environment,we use the "the agenda-setting function" and " cultivation analysis",and take empirical methods to study the experiential public welfare activities,promote the understanding and deepening of the theory and methods of communication,and hope to provide new theoretical methods and research perspectives for the future research of public welfare communication.