新媒体环境下民间公益组织传播实践研究

Communication Practice of Folk Public Welfare Organizations in New Media

随着新媒体技术的发展,民间公益组织与新媒体的结合日渐成为趋势。越来越多的民间公益组织开始使用微信、微博、SNS、数字报刊、IPTV、手机等新媒体作为宣传平台,弥补了民间公益组织利用传统媒体进行传播时存在的不足,在诸多公益活动中发挥了重要作用。文章着力于探寻民间公益组织如何有效利用新媒体进行传播,进而反思其利用新媒体传播中存在的问题,提出应强化自身组织建设,结合自身公益服务定位,以增强新媒体传播力等拓展策略,最终形成新型公益服务模式。

The integration of public welfare organizations and new media has became a trend.More and more folk public welfare organizations use new media as a publicity platform with Wechat,microblog,SNS,digital newspaper,IPTV,mobile phone and so on.New media makes up the shortfall of the traditional media and plays a powerful role in disseminating public service activities.This paper focuses on exploring how folk public welfare organizations can effectively use new media.At the same time,it points out problems with the new media and proposes ways of improvement so that it will eventually become a new mode of public service.