"Secondary Sale":Reconstruction Of New Media Public Welfare Communication Model

The upsurge of "donating step" in 2015 and the popularity of "planting trees" in 2017 are the results of innovation of new media public welfare communication.The characteristics and phenomena of this new media public welfare communication are worth exploring.Therefore,this paper selects Ant Forest and WeChat movement as the case study.The research finds that the innovation of the "Secondary Sales" model lies behind the new media public welfare communication."Secondary Sales" mode is a classic theory in the field of media economics,the decline of traditional media such as newspaper,TV is making it difficult to attract attention of audience,"Secondary Sales" mode in traditional media is too hard to grow up.However,the application of the "Secondary Sales" model to the public welfare communication of new media has achieved good results,which has revived the "Secondary Sales" model and provided new impetus for the development of both.This paper is based on "Secondary Sales" mode and studies the communication mechanism,main body and content of new media public welfare communication,also,it puts forwards an opinion that new media public welfare communication has reconstructed the "Secondary Sales" mode in the dimensions of platform,user and enterprise.The reasons are as follows.First of all,the new media platform does not provide the content of programs,but provide the playing field.Media platforms enhance their appeal to users and expand their influence through in-depth visual interface design,innovative gamification of public welfare,various agenda setting,and multi-channel communication.Besides,users are not simply gathering eyeballs,but UGC.New media public welfare communication is in line with the psychological changes of users,and the adoption of UGC deepens the participation of users in public welfare communication activities.Finally,the provider of funds is not just an advertising investment,but an indirect transfer of the donor funds.Instead of advertising,that donor funds is more beneficial to the enterprise and the media to create an image for audience recognition.The "Secondary Sales" mode is reconstructed in the new media public welfare communication,which aroused the enthusiasm of various parties and achieved excellent communication effects.The government has given active support to the new media for the development of public welfare career.Media can realize social responsibility,expand the business territory and accumulate brand resources through new media public welfare communication.Enterprises can establish cooperating image and optimize advertising effect through new media public welfare communication.Through new media public welfare communication,audiences can have entertainment,fashion knowledge,public welfare awareness and healthy "pleasure",to satisfy their needs.The application and reconstruction of the "Secondary Sales" model in the new media public welfare communication not only provides a new direction for the innovative application of the "Secondary Sales" model,but also provides a reference for the development of similar products.