多元传播背景下政府公益微电影传播效果研究

Communication Effect of Government Public Welfare Micro Films in the Context of Multi-channel Communication

近年来,由政府作为出品人制作的微电影等"微公益"宣传受到越来越多人的关注,尤其是得到广大青年的支持和喜爱。政府在开发具有地方特色的思想文化宣传产品中起到积极作用,但政府公益宣传活动需要用新载体、新内容满足不同层次人群,尤其是青年受众的诉求和需要。在多元传播环境下,利用"微电影"的样式,向受众传递包含帮贫扶弱、关爱儿童、保护环境等内容,为政府公益活动进行有效传播,从而实现输出正确的价值导向、传递社会正能量,深化社会主义核心价值观教育的多重作用。

In recent years, government-produced micro films for public welfare have received more and more attention especially of the young people. The government plays a positive role in developing ideological and cultural advertising products of local features. However, government public welfare propaganda need to use new carriers and new content to cater to different groups of people, especially the young people. In the context of multi-channel communication, micro films can involve the content such as helping the underprivileged, caring for children, and protecting the environment, fulfilling their role of transferring positive energy and representing socialist core values.