摘要
研究选取新浪微公益已完成的求助项目共1703条,将项目中的图片分成积极、消极和中性三类进行编码统计,结果显示:积极图片组项目完成率最高,中性图片组项目完成率最低,图片类型对微公益传播效果有影响。笔者认为,图片的框架效应影响微公益求助项目的完成率;读图时代人们更注重挖掘图片的内涵和情感;捐助者的注意偏向导致求助者对不同类型图片的偏好;图片本身的视觉冲击力也影响微公益项目的传播效果。建议微公益项目中多使用积极图片来展现求助者的信息,尽量避免使用消极图片。
This study selected 1703 positive, negative and neutral items of micro-public welfare pictures in the sin.com to analyze the competition of these items by SPSS 17.0. The result showed that picture types can influence the communication of micro-public welfare, since the competition of positive items is the strongest while the neutral items being the weakest. It found that： （1） the framing effect of pictures influence the completion of micro-public welfare; （2） readers pay more attention to pictures’ implication and emotion;（3） donors’ concern causes assistance-seekers’ preference for different types of images; and （4）the visual impact of image itself affects communication effect of micro-public welfare items. We, therefore, suggest that more positive picture scan be used to show the information of those in need instead of negative pictures.
出处
《宁波大学学报（教育科学版）》
2016年第3期37-40,共4页
Journal of Ningbo University(Educational Science Edition)
关键词
微公益
图片类型
传播效果
micro-public welfare
picture types
communication effect
