| For the past few years,the entertainment of public welfare fund-raising shows full of vitality.From ’Ice Bucket Challenge’ to ’Ant forest in Alipay’,and then ’One yuan to buy painting’ such a lot of charity fundraising activities have been attracted all the people to join in on weibo,wechat,live telecast and other social media.At the same time,more and more public welfare organizations and enterprises carry out fund-raising projects through amusement communication.Therefore,in a manner of speaking,entertaining communication changed the form of public welfare donation and shaped a new public welfare idea which make it gradually get rid of pathos.Nowadays,public welfare donation become more fun,good-looking and close to people.In the meantime,It gives a great push to public welfare establishments in China.What are the new features of entertaining public welfare fundraising in the age of social media?What are the principles they used to draw people’s eyes to participate these activities?Based on social media platform,the author collected a large number of entertaining public welfare donation cases,documents,reports and other details and also interviewing people for public welfare.The paper aims to summarize the reasons of the rise of public welfare industry by using the methods of literature analysis and induction.Summing up the characteristics and analyzing the principles of entertainment communication in social media.The author thinks that this kind of communication on social platform has its own unique characteristics on text construction,ways of transmission and fundraising.Which is new and distinctive.About the action principle of transmission,some factors such as the happy energy demand of the audience,the use and available satisfaction of grass-roots in media contact,circuitous terminal donation and other reasons jointly promote the participation of the audience which is the inner reason of public fundraising success.In the end,entertaining public welfare fundraising in our country has been subjected to criticism while developing.The author thinks that the most important meaning of this kind of communication is not only raising money but also popularizing the idea and deliver the sprit of welfare to the public.Consequently,this paper put forward the existing problems and countermeasures in entertaining communication,in order to promote the popularization of entertaining public welfare and lead the public understand the new development of public welfare collection. |
