Research On Public Welfare Communication Path Under The Background Of Technological Empowerment

At present,domestic research on public welfare communication mainly focuses on the definition of concepts,the study of differences from traditional public welfare communication,the research on the mechanism of public welfare communication in the Internet context,etc.,and most of them focus on the research fields of public welfare organizations and micro public welfare,and empower technology.There are few researches on public welfare communication from the perspective,and the related research results have not been systematically formed.Therefore,this article selects Tencent Public Welfare Platform as a case and uses case studies and other research methods to research and analyze the propagation path and strategy of online public welfare in order to clarify how to achieve the communication effect in online public welfare communication.This article focuses on the strategic issues of online public interest communication.The introductory part of this article studies the article from the aspects of research background and origin,key concepts and theoretical resources,literature review,research questions and methods,research innovations and difficulties.The first chapter explains the essence of empowerment in online public welfare from two levels.One is from a social perspective,that technological empowerment has reconstructed the original social structure,and disadvantaged groups and elite groups are the subject of technological empowerment.Through the technology empowerment of new media,regardless of the group or the dominant group,their right to speak has been effectively improved,increased their power,cleared the obstacles for public welfare dissemination,broke down barriers,and received widespread response from society;From the perspective of communication,it is believed that the new media gives people the possibility to express themselves and participate in public affairs.This is the self-empowerment of Internet users under technical empowerment.In the process of Internet users participating in public welfare communication,personal emotional behaviors have developed into collective public welfare.Action,individual empowerment develops to collective empowerment;with the deepening of the organization of empowerment subjects,collective empowerment develops into organizational empowerment.The second chapter selectsthe "Tencent Public Welfare" platform as a case study,analyzes the propagation path of the Internet public welfare platform,and summarizes the propagation path of the Tencent Public Welfare Platform from three perspectives,one is the technical path;the second is the platform path;the third is the propagation path.This chapter believes that Tencent Public Welfare makes full use of the Internet thinking to propagate public welfare.It has received very good communication results and also played a very good demonstration role.Finally,it discusses the value of online public welfare communication in the context of technology empowerment,and considers that its use of technology empowerment bridges the crisis of trust,which is also impossible for traditional public welfare communication.