微博公益活动传播研究

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1、硕士学位论文AbstractAsatypicalrepresentativeofWe-Media,thecombinationofMicro—blogandpublicwelfareactivitieshascreatedasocialhottopicthatcarlproducecontinuouscommunicationeffect：Micro—blogpublicserviceactivities．Theyhaveattractedalargenumberofuserresourcesbymakingfulluseo

2、ftheadvantageofthelowentrybarriers，theyCanalsomakereal．timebroadcastonpublicwelfareactivitiesSOastoimplementtheconceptofreadilyandhappycharity．TheMicro—blogpublicactivitieshavechangedthecommunicationpattemandpathoftraditionalpublicactivitiesandopenedanewchapterofou

3、rpublicwelfare．ThispaperdescribesthebackgroundanddevelopmentprocessofMicro—blogpublicserviceactivitiesthroughcomparativeanalysis，onthebasisofunderstandingthelimitationsofthetraditionalpublicservice，thispaperpresentsaclearconceptoftheMicro‘blogpublicwelfareactivitie

4、s：Itisacommunicationactivitiesthatthepublicororganizationsdisseminatewelfare—relatedinformationbyMicro-blog，inordertoparticipateinandsupportpublicwelfareaction．Thepaperanalyzesthemotivatingfactorsbehindthepublicwelfareboomfromfouraspects：theculture，memedia,theaudie

5、nceandthetechnology．Thepaperelaboratesthetopictypes，thecommunicationsubjectandfunctionofMicro—blogpublicwelfareactivitiesbyusingcaseanalyticmethods．ItalsosummarizesthefivebasicmodesofMicro．blogcharitythroughcasestudies．Inordertounderstanditsuniquetransmissionpath，t

6、hisarticlespecificallystudiesthepublicprojectnamed‘。TheFreeLunch"．Accordingtothevariouschallengesandthreats，thispaperbringsforwardpertinentlyresolvablecountermeasures．Thispaperdrawsaconclusion：therearethreemaintypesofpublicwelfareactivitieswhichCanobtainthebesttran

7、smissioneffect，includingchildrengrowth，environmentalresourceprotectionandmedicalassistance；TheMicro-blogopinionleadershaveauniquemechanismofactionandplayanimportantroleinpublicwelfareactivities；Theuseofdifferentcommunicationskillswilldirectlyaffectthefinalcommunica

8、tioneffect；TheinnovativethinkingofdevelopmentandtheupdateddevelopmentconceptwillinjectanewvitalityintotheMicro—blogpublicwelfareactivities．KeyWor