From Entertainment To Public Welfare:Self-construction Of The Value Of Youth Groups

The Ant Forest launched by Ant Financial,a subsidiary of Alipay,is a non-profit game program that has attracted a large number of users to move in since its launch and has achieved remarkable results.On September 19,2019,China’s "ant forest" project won the United Nations "Earth Guardian Award".As an important practitioner of the "Public Welfare + Game" model,"Ant Forest" changes the user’s lifestyle through a combination of online environmental knowledge promotion,public welfare game design and offline low-carbon encouragement,and everyone becomes a participant in environmental public welfare And practitioners.As the main body of online media,the youth group is an important participant in this kind of online public welfare game.The environmental protection achievements of "Ant Forest" cannot be separated from its active participation,which is the embodiment of contemporary youth’s willingness to assume social responsibility.Based on qualitative methods,based on the research of youth online public welfare game participation behavior and motivation,this article further summarizes and explores the rational value of the tools and the change of subjective consciousness of youth group online game participation,and provides a new method for youth ideological and political education and social mentality cultivation.In this paper,after a detailed introduction to the "ant forest" game and a review of relevant literature,this article studies the behavior,psychology,and motivation of youth groups to participate in public welfare games from the perspective of cognitive motivation,and analyzes the role of online public welfare games as youth group value construction.The tool grasps the subjective consciousness of its game participation.It summarizes the game behaviors including competitive comparison behaviors,cooperative win-win behaviors and interactive social behaviors.The player category can be divided into "Buddha players" and "Deep players" from the perspective of participating in the game.The depth of their participation in the game is closely related to the frequency of their participation.From the frequency of participating in public welfare games,they can be divided into fanatic collection participants,Participants in the "Buddha Department" follow as well as intermittent concentration participants.The five dimensions of social entertainment,competitive comparison,achievement accumulation,public welfare value,and self-realization constitute the type of motivation for young people to participate in online public welfare games.Self-identification,perceived usefulness,social responsibility,and public awareness constitute the continuous participation of young groups in online public welfare games.Psychological mechanism.Social functions such as the expansion of the value of personal behavior,the construction of traditional public welfare official authority,the breakthrough of interactive space restrictions to promote social integration,the avoidance of public welfare risks,and the enhancement of social trust have made online public welfare games a platform for the construction of personal values and social values of youth groups tool.Based on this,we can summarize and grasp the changes in the psychological and subjective consciousness of Chinese youth’s games,which are mainly manifested from the indulgence of the personal world to the reconstruction of social space,from the shrinking interests of individuals to public inclusive goals,from the passive acceptance of values to the Proactively build and strengthen a sense of self-responsibility,from one’s public welfare efforts to the value accumulation of a group of people,from a "formalist" response to "down-to-earth" participation.Chinese youth’s participation in online public welfare games has important social significance,but at the same time,it should be recognized that youths’ excessive pursuit of rankings and energy values in the participation of public welfare games has caused the phenomenon of "discoloration" of public welfare behaviors and "breaking" of interpersonal relationships.The government should understand the willingness of youth groups to create a wide variety,easy-to-participate,and highly transparent participation channels.At the same time,they should focus on creating a positive,rational and peaceful social mentality,building healthy and correct social values,and leading youth development.Operators of corporate institutions must not ignore corporate social responsibility,improve the R & D and operation capabilities of public welfare games or other public welfare channels,and ensure immediateness,convenience,and transparency.For young people,self-improvement of environmental protection public welfare awareness,social responsibility,and normative participation in public welfare games.