The Research On Social Media Communication And Mobilization Of Public Welfare Projects

Driven by social network,the ecological structure of human society has changed dramatically: the network of communication has amplified,the means of communication have been enriched,and the content of communication has expanded.Social media has become a new platform for the communication and mobilization of public projects,with its features timeliness,transparency,interactivity.Social media platforms has promoted the public welfare with a new attitude of “public welfare for everyone” and “public welfare at the fingertips”.It is really a question that how to make use of the social media to help public welfare projects spread and mobilization.Based on this research background,this paper focus on the communication and mobilization of public welfare projects on social media,using the methods of literature research,comparative research and case-analysis.Firstly,this paper sorts out the new features and changes of the communication and mobilization of public welfare projects based on social media platforms.Secondly,from the perspective of communication and sociology,starting with the five elements of public welfare mobilization subject,object,structure,language and strategy,the paper makes a comparative analysis of the public mobilization of traditional media and social media.It is concluded that under the influence of social media,the mobilization mode of public welfare projects is changing from “organization” to “decentralization”,the object mobilization from “singleness” to “pluralism” and mobilizing structure from “one-way” to “network”,the mobilization language from "static" to “dynamic”,and the mobilization strategy from rational mobilization to emotional mobilization.The forth chapter divides the mobilization of public welfare projects on social media into three types: the online mobilization model oriented by Public Welfare Concept,the public two-line interaction model oriented by Public Welfare Action and the mobilization mode of sudden disaster events.Next,three typical public welfare cases of mobilization and mobilization on social platforms such as Weibo and live broadcast were selected,and the communication process and mobilization strategy were analyzed in detail.Research finds that the main body of public welfare mobilization on different social media platforms need to adopt different mobilization strategies according to different types of public welfare issues.Finally,the paper discusses the problems in the process of mobilization of public welfare projects on social media: misunderstanding of the information,the commercial public welfare information,one-time public welfare,group polarization and other anomie phenomena.And it is also put forward the optimized paths: standardizing the supervision of social communication platform for public welfare,setting reasonable and appropriate public welfare project issues,strengthening the sustainability and influence of public welfare projects,and cultivating the main body of public welfare with credibility,in order to a better development of communication and mobilization of public welfare projects on social media.