新媒体公益传播特性与机制探析

An Analysis of the Characteristics and Mechanisms of Commonweal Communication of New Media

新媒体进一步拓展了人们掌握信息的能力,信息消费、生产、传播活动可以随时随地进行。新媒体公益传播不仅涉及款物的捐助,也包括公益话语的互动分享。新媒体为款物捐助提供了便捷通道,也给予人们更多话语权力,说什么、怎么说不仅是个人传播行为,也是公共舆论汇聚的渠道。危机管理中,满足人们基于媒介话语的知情权、参与权、表达权与监督权,成了手机等新媒体公益话语传播存在的另一种方式。研究表明,通过多媒体化呈现公益信息,创新公益方式,制定公益话语传播制度构建公益传播机制,能够更好地发挥新媒体公益传播功效。

With the wide utilization of new media, people who are more capable of handling information can consume, produce and transmit information anywhere and anytime. New media commonweal communication involves both the donation of funds and goods, and the sharing of interactive commonweal discourses. New media provides a convenient and fast way for funds and goods donation, and also endows people with more discourse power. What to say and how to say are not only individual behaviors, but ways for public opinions to gather. In public crisis management, meeting people＇s right to know, right to express,and right to supervise on the basis of media discourses has became another way of commonweal discourse communication for new media like the cell phone. This study shows that the effect of new media commonweal communication can be promoted by releasing commonweal information through multi-media, by innovating ways for commonweal communication, and by setting up commonweal communication systems.