基于绿盟与古村之友、腾讯为村的乡村公益组织传播模式比较研究

A Comparative Study Based on Chinese Organization PEARS Foundation,Gucunzhiyou and We County of Communication Models of Rural Public Welfare Organizations

本文以绿盟与古村之友、腾讯为村三家具有代表性的乡村公益组织为研究对象,对其传播策略进行比较分析。研究发现,绿盟使用传统的宣发手段作为公益传播活动策略;古村之友致力于借助互联网搭建社群网络平台,实现资源整合;腾讯为村依托腾讯“微信平台”进行数字化的互联和传播,对接多方资源。通过对三者传播策略的对比分析,旨在提升乡村公益组织的传播能力,助推乡村振兴事业。

This study focuses on three representative rural public welfare organizations,namely PEARS Foundation,Gucunzhiy-ou,and We County,to compare and analyze their communication strategies.The research has found that PEARS Foundation uses tra-ditional promotional methods as a strategy for public welfare communication activities;Gucunzhiyou is committed to using the Internet to build community network platforms and achieve resource integration;We County relies on Tencent's"WeChat platform"for digital in-terconnection and communication,connecting multiple resources for the village.By comparing and analyzing the communication strate-gies of these three organizations,the study aims to enhance the communication ability of rural public welfare organizations and promote thecauseof rural revitalization。