Research On New Media Empowerment Of Cultural Public Welfare

In recent years,in response to the goal of "improving cultural self-confidence",the state has introduced policies related to the promotion of Chinese outstanding cultural heritage and cultural relics,and is committed to carrying out cultural revitalization activities from top to bottom.As an important force of China's social security system,non-profit organizations are deeply integrated with the Internet,using new media technologies such as big data and social networks to connect more people and social resources from bottom to top,and play an important role in the public welfare fields such as disease relief and education aid.However,due to the late start of cultural public welfare,the number and influence of online projects are far less than other types of public welfare.How to enable users and non-profit organizations to exert more initiative and enthusiasm under the empowerment of new media to enhance the effectiveness of public welfare mobilization and then to change the current status of cultural public welfare is the key issue that the thesis focuses on.To this end,the author used multiple keywords to conduct cross-search on the Tencent public welfare platform,and found 150 cultural projects related to culture in 2018,and recorded information such as project sponsors,fundraising amount,and donation numbers.On the basis of data analysis,representative projects such as "Dunhuang Digital Dependents" "Mom Made as Ai Gaoding" "Old Villages Series Project" were selected as case studies.Meanwhile,interviews with the heads of public welfare organizations and participants in public welfare activities,but they have a deeper understanding of cultural public welfare at both the operational and implementing level,and explore a feasible way for the development of cultural public welfare.Aiming at the cultural level of public welfare research gap,the thesis introduces the new media weighting theory into the research of cultural public welfare innovatively,and refines the granularity of research to specific projects and participating groups.Through research,it is found that technology gives users more right to speak,act and media,and give public welfare organizations more opportunities of obtaining resources and cross-border cooperation.With the premise of the interaction and integration of the three factors including self-empowerment,group empowerment and organizational empowerment,cultural public welfare can spread the influence of public welfare projects while attracting users' participation.