“情感动员”:大学生公益参与的组织动员策略研究

“Sentimental Mobilization”:A Study on Organization-mobilized Philanthropy Among College Students

在我国,组织动员对推动公益参与具有强大力量。针对当前压力型“工具动员”的局限,文章提出“情感动员”概念,基于情感治理理论,利用大学生帮扶动员调查实验,探讨了组织动员式公益参与中的情感逻辑及其对动员对象参与意愿的影响。研究发现,相较于传统的工具动员模式,动员对象在情感动员模式下的公益参与意愿显著更强。研究进一步揭示了动员对象的生物情感和社会情感在公益参与动员中的作用机理,并明确了价值情感和负面情绪在情感动员模式下对大学生参与意愿的强化作用。文章补充了组织动员过程中动员对象的主位视角,对优化组织动员策略,促进青年群体参与现代公益事业,进而传承慈善文化、推动共同富裕具有重要启示。

In China,organizational mobilization has a strong power to promote philanthropy behavior among the youth.In view of the limitations of the current pressure-driven“instrumental mobilization”,this paper puts forward the concept of“sentimental mobilization”.Based on the theory of sentimental governance,through donation mobilization experiment among college students,this paper discusses the sentimental logic of the organization-mobilized philanthropy and its influence on the participation intention of the mobilization object.The study found that compared with the traditional“instrumental mobilization”,the mobilization object’s willingness to participate under the sentimental mobilization is significantly stronger.The research findings further reveal the impact of biological sentiment and social sentiment of the mobilization object in philanthropy mobilization,and show the effect of value sentiment and negative emotion on participation intention under the sentimental mobilization.This study remedies the thematic perspective of the mobilization object.It has important implications for improving the effectiveness of organization-mobilized philanthropy,promoting the youth to participate in modern philanthropy,inheriting philanthropic culture and promoting common prosperity.