| This paper takes the Internet public welfare project of looking for the lost as an example,through the Questionnaire Survey and Case Analysis,using 5W Theory,Community Theory,Network Community Theory and Uses and Gratification Theory to study the communication effect of the Internet public welfare project of looking for the lost and propose improvement strategies.Through research,it is found that when participating in the public welfare activities to find the lost,there are four motivations for using media: pursuit of personal value,expansion of social circle,acquisition of information and practical needs.In addition,the Internet public welfare project of looking for the lost has had a positive impact on the audience at the cognitive level,psychological attitude level,and behavior level.There are still some problems in the communication process of Internet public welfare project of looking for the lost.First of all,the network as a media has not played its full advantage:The existence of information cocoon solidifies the knowledge structure and reduces the public welfare consciousness of netizens.The lack of social responsibility of the network media has led to the decline of the credibility of public welfare programs.Secondly,part of the information lacks logic and the classification of specific content is not detailed enough,so it needs to be integrated.There are many loopholes in the operation mechanism of the Internet people-seeking public welfare project:economic gains and social benefits have not yet been balanced,and the operation of public welfare projects is not enough attention,and the projects lack long-term mechanism.In addition,The collaborative governance system for the Internet public welfare project of looking for the lost among various communication subjects still needs to be improved:The government has insufficient supervision on the overall environment of public welfare on the Internet,and relevant laws and regulations are not perfect,the enterprise also does not bear the corresponding social responsibility,and the whole society also shows a slight lack of humanistic care for the seekers.Finally,the media literacy level of netizens still needs to be improved.There are deficiencies in information acquisition,information processing and identification,and information redistribution.In order to improve the communication effect of the Internet public welfare project of looking for the lost,this study provides the following strategies.First of all,we should give full play to the media advantages of the Internet,weaken the harm of information cocoon through improved algorithm technology,and shoulder heavier social responsibilities at the same time.We will use science and technology to support the development of public welfare search projects.But also pay attention to the distribution of information and content optimization,according to the user’s preferences for content classification.Secondly,Internet companies should pay attention to both social responsibility and economic benefits and use brand marketing strategy to create a trusted and people-seeking public welfare brand.The communication subjects should actively cooperate while checking and balancing each other,we need to pay attention to the emotional mobilization and gradually develop a stable virtual public welfare community.Finally,we should promote the construction of media literacy education platform,improve citizens’ media literacy level.It is also necessary to cultivate public awareness,develop the culture of tracing people and public welfare community,and finally establish an Internet tracing public welfare community covering the whole society. |
