Research On The Media Environment Construction Effect Of WeChat Public Welfare

With the empowerment of the Internet,smartphones and social media,the public welfare undertakings have grown rapidly.It can connect social organizations,businesses,media and the public more quickly and widely,and initiate faster,more effective and diversified social mobilization for the needs of charity.As an important media form,WeChat has made many beneficial explorations in public welfare communication activities,changing the way of public participation in public welfare activities and creating a new media environment.Taking WeChat public welfare as an example,it is of practical significance to discuss the transformation of social media based on the change of media technology on the ecology of public welfare communication,and to study the effect of this transformation on the construction of media environment for public participation in public welfare activities,so as to expand the research scope of media environment and provide improvement strategies for the healthy development of WeChat public welfare.The main content of the paper is divided into four parts: the first part combs the development process of WeChat public welfare.In order to highlight corporate social responsibility,Tencent has always attached great importance to the development of public welfare undertakings.The institutionalized construction of foundation and the professional operation of public welfare network have accumulated rich experience for Tencent's public welfare undertakings.Since the emergence of WeChat,tencent's public welfare undertakings have added new platforms and channels and achieved rapid development.The second part discusses the media environment construction of WeChat public welfare from three aspects: symbol environment,perceived environment and social environment.The third part explains the influence of media environment construction on WeChat public interest communication from four aspects:culture/technology,scene fusion,space-time balance and circle communication.The fourth part through the questionnaire survey to understand the public attitude andbehavior of WeChat public welfare,found out the problems in the WeChat public welfare communication,and then put forward constructive Suggestions to improve the media environment construction effect of WeChat public welfare.The development process of WeChat public welfare can be divided into three stages: initial stage(2011-2013),development stage(2014-2015)and stable stage(2016-present).In the initial stage,public welfare organizations and NPO entered the WeChat public platform,and in the development stage,the open platform expanded the form of public welfare,and in the stable stage,the public welfare ecosystem was more optimized.The media environment construction of WeChat public welfare is carried out from symbol environment,perception environment and social environment.In the aspect of symbol environment,it has created a new symbol environment with diverse symbols and rich meanings,made good use of representational symbols to arouse public sympathy,and created its own media ceremony to cultivate users' public welfare habits,so that more people can participate in the public welfare.In the aspect of perceived environment,it has created a perceived environment of multi-sensory involvement and emotional input.Diversified ways of expression have enriched users' perceived experience.The social attribute of strong relationship has increased the credibility of public information.Formed in social environmental construction,"everyone can cause" of social environment,the raise of donor characteristics to enhance the "small love makes big love" of the public consciousness,epitomizes the propagation characteristics of shaping and management to strengthen the public image of the individual self,open platform features expand the public main body,content and form of expression.Media environment construction has a profound impact on the spread of WeChat public welfare,where culture and technology determine the attribution of power and realize the symbiosis between culture and technology.The transformation of online and offline scenes breaks the separation between virtual and reality and achieves scene fusion.It breaks the limitation of space and time and realizes the balance of space and time by the balanced coexistence of all media forms.The inner-circlepropagation and cross-circle propagation are realized by the inner-circle influence on the outer-circle.According to the results of the questionnaire survey on media environment construction effect to the public,the penetration of WeChat information is higher,the public's understanding and trust of it are high,the main concern is the public information untrue,information opaque,the progress of the project cannot be obtained,therefore WeChat need to strengthen the management of access mechanism,strictly examine the authenticity of public information,coordinated various good main body,realize social work;To extend the transmission line of public service and establish a public service community;Develop public welfare with brand thinking and promote the long-term development of public welfare projects.