A Study On The Interaction Mechanism Of Public Welfare Communication In Video Communities

Social welfare is a great cause in the pursuit of common human happiness.The Chinese nation has a tradition of doing good deeds,helping the needy and helping the world.The advent of the Internet era has greatly enriched the forms of social welfare,giving rise to new forms of public welfare such as grassroots public welfare and micro public welfare.Among the many Internet public welfare platforms,the Bilibili Public Welfare campaign launched this year by the bilibili video site is a typical representative of public welfare communication in video communities,and is one of the largest public welfare gathering places for young people.In this paper,we analyse how Bilibili has innovated the interaction model and mobilised young people to participate in public service activities,using a combination of participatory observation and in-depth interviews.In this study,we adopted a case study approach to explore the interaction mechanism of Bilibili Public Welfare,obtaining first-hand information through interviews with participants and integrating and analysing the information obtained through participant observation,in order to restore the interaction process of the project.The study found that there are three types of interaction mechanisms:horizontal interaction,vertical interaction and cross-linked interaction.Firstly,the horizontal interaction has formed a public welfare diffusion mechanism with the participation of multiple subjects,in which three types of interactive subjects are involved in "seeing and being seen","mutual achievement" and "use and satisfaction".The three types of interacting subjects are involved in "seeing and being seen","mutual achievement",and "use and satisfaction",which leads to the dissemination and diffusion of public welfare information online.On the other hand,the offline volunteering service feeds the online community,further promoting the development of the community section through the return of public welfare information and attracting potential users.Finally,a cross-linked interaction mechanism is formed,i.e.a sustainable cycle of integrating public welfare into the community ecology.The platform cleverly integrates public welfare into the unique community culture gene of Bilibili,making public welfare and community regular operation organic.The three interactive mechanisms complement each other,adding momentum to the impact of Bilibili’s Public Welfare,and together shaping a new model of public welfare participation for young people in Generation Z.Therefore,this paper argues that the interaction mechanism has a key influence on the public welfare of Bilibili,and that studying the interaction mechanism of the video community can reveal the social motivation behind the public welfare behavior of the online interesting group,explain how the interaction mechanism meets the public welfare needs of the youth group and mobilizes their enthusiasm for public welfare,and provide a useful reference for future Internet public welfare.