Research On The Mechanism And Effect Of Internet Public Welfare Communication From The Perspective Of Scenario Theory

The development of Internet technology has laid the foundation for the advent of the era of scenes.Foreign scholars Robert Scober and Sher Israel first proposed scene theory.They believe that the era of the Internet will develop into "mobile devices,social media,and big data." A scene era based on the five forces of,sensors,and positioning systems.Therefore,this article uses scenario theory to study Internet public welfare communication.The advancement of media technology,the popularization of Internet technology,and the development of social media have opened up a new way for the innovation of public welfare undertakings,and Internet public welfare communication has also emerged in this context.The traditional form of public welfare activities has changed from a single offline donation method to the online donation method in the Internet age.The public participation in public welfare undertakings has migrated from traditional media such as newspapers and radio and television to Internet media such as clients and web pages.The public participation in public welfare activities has been changed from Donations,donations,and other in-kind ways of donation have transformed into an immersive and experiential charity.More and more people are participating in charity undertakings.Internet charity undertakings ushered in the era of "Publicity for All".This article uses the research objects of Alipay's public welfare projects "Ant Forest" and "Ant Manor" to extend the scenario theory to Internet public welfare communication,aiming to explore how contemporary Internet public welfare communication uses different scenarios and combines public welfare concepts with public welfare practices.While bringing an immersive experience to the audience,it also wins social benefits and spreads the concept of public welfare.Specifically,this article is divided into six parts,the introduction part introduces the research significance,research methods,and research status;the second part summarizes the development process of Internet public welfare,discusses the embodiment of the scene in the Internet public welfare,and analyzes the current situation of Alipay Ant public welfare communication;the third part Starting from the case,analyze the dissemination mechanism of Alipay's ant charity project from the three perspectives of gamification thinking,scene mode,and social communication,and construct the media scene of this case from the three aspects of audience,communication subject,and communication content;No.The fourth part is through user surveys to understand the motivation and experience of user participation behavior;the fifth part is based on case analysis and user analysis,as well as the related results of scenario theory,thinking about the limitations of Alipay's "Ant Forest" and "Ant Manor" public welfare dissemination;Part 6 Rethink the development of China's Internet public welfare in the era of scenarios,and try to provide corresponding countermeasures to the current dilemma.