| As a universal information infrastructure,the Internet has gradually penetrated into People’s Daily life.The rapid development of Internet technology has not only become an important engine of China’s economy and society,but also opened up a new path for China’s public welfare undertakings.Internet public welfare communication has also become a very important topic in today’s era and has been studied by a large number of scholars.Based on Internet platform of bytes to beat public welfare project as an example,case studies,semi-structured interview and other research methods,from the point of view of the spread of the Internet technology can assign a public welfare,analyzing Internet public dissemination study,explore technology can assign under the background of public dissemination status,effect,problem and strategy,so as to make a comprehensive analysis for our country’s Internet public welfare undertakings.The first part is the introduction,which summarizes and explains the Internet public welfare communication from the aspects of research background,research significance,research review,research methods and research innovations.Chapter one,taking Bytedance public welfare project as a case study,analyzes the development status of Internet public welfare communication from three perspectives: communication subject,communication content and communication characteristics.The second chapter,through the semi-structured interview method,explains the positive effects of Internet technology enabling public communication from the social and media levels.At the social level,empowered by Internet technology,vulnerable groups and opinion leaders have enhanced the public’s right to speak and reconstructed the social structure.At the communication level,three types of new media empowerment are analyzed: self-empowerment,group empowerment and organization empowerment.In chapter 3,bytedance public welfare project is selected as a case,and based on the research and analysis of the semi-structured interview,the specific problems of the current Internet public welfare communication are analyzed from the three dimensions of technology,platform and communication.The last chapter focuses on the analysis of communication strategies for Internet public welfare,and proposes targeted solutions from the three dimensions of technology,platform and communication. |
