基于信息生态系统理论的网络公益传播机制研究

Research on Network Public Welfare Communication Mechanism Based on Information Ecosystem Theory

在“互联网+”时代,网络以其公开及时性、互动性、低门槛等传播优势给公益事业的发展提供了广阔的空间,其背后的传播机制、传播动力值得深究。旨在分析网络公益传播过程中各要素之间的联系与信息运行规律,借助信息生态系统理论和系统动力学探究网络公益传播过程中各主体与环境是如何相互联系、相互影响的,建立网络公益信息生态链,并构建网络公益系统动力学模型,最后使用VensimPLE仿真软件对量化的模型进行仿真。结果表明,信息技术的进步、社交媒体的作用力以及公益负面舆情的控制对网络公益信息传播都具有重要作用。

In the“Internet+”era,the Internet provides a broad space for the development of public welfare undertakings due to its openness,timeliness,interactivity,low threshold and other communication advantages.The communication mechanism and communication power behind it is worth investigating.The purpose is to analyze the relationship between elements in the process of online public welfare communication and the laws of information operation.With the help of information ecosystem theory and system dynamics,this paper explores how the main body and environment in the process of network public welfare communication interact and influence each other,establishes the network public welfare information ecological chain,constructs the network public welfare system dynamics model,and uses the Vensim PLE simulation software to simulate the quantitative model.The results show that the progress of information technology,the force of social media and the control of public opinion play an important role in the dissemination of online public information.