| Generally speaking,the public welfare communication of online games refers to the social activities that realize the public interest communication with the help of computer technology and the Internet game platform as the carrier.Under the communication ecology of "everyone’s public welfare",the communication mode of "gamification" has improved the enthusiasm of people to participate in public welfare undertakings.As one of the main groups to participate in public welfare activities,young people participate in various ways: using online public welfare participation platforms to organize public welfare communication activities,and using online games to meet the demands of young netizens for public welfare participation.Previous studies have found that the portraits of users of public online games tend to be younger,and the unique cultural attributes and communication functions of online games enable them to undertake broader and more profound social responsibilities.The research shows that public welfare communication based on game scenarios can not only convey the care of public welfare value and promote public welfare spirit,but also provide a new way for game users to participate in public welfare.The research mainly adopts the method of participatory observation,interview and questionnaire to study the phenomenon of online game public interest communication and the public interest communication behavior of game players.From the perspective of scene theory,this paper discusses the public interest communication path of online games,the experience of online games players and the academic value of public interest communication from the two perspectives of communication subjects and audiences.The research first interprets online games,public welfare communication and other related concepts,and classifies the current public welfare communication types of online games on the basis of sorting out the history of public welfare development of online games.Through the case of "King of Glory",it further and systematically analyzes the scene construction of public welfare communication of online games from the perspective of scene theory.Then summarize the path and characteristics of online game public welfare communication.At the same time,combined with the current development of games in the field of public welfare communication and the experience of players participating in online game public welfare,the value of in-game public welfare communication is analyzed,and new paths for the healthy development of online games and more possibilities for public welfare communication are explored.The study found that online game public welfare communication was initially an operational behavior of the game company,but in the practice process,it achieved the result of broadening the methods and paths of social work network communication,triggering the innovation of public welfare communication mode under the new communication pattern.Although the current public welfare style of online games is still relatively single,and the communication effect has a large room for improvement,it is also an objective fact that it can improve the public image of online games industry and promote the communication and development of Internet public welfare undertakings in our country to a certain extent.Compared with other Internet public welfare publicity platforms,online games have a wide audience base,strong interaction,high participation and other communication advantages,so that they also show important value in culture,social,entertainment,business and other aspects. |
