媒介融合视域下媒体网络公益传播创新研究

Researches on the Innovation of Public Welfare Communication of Media and Network from the Perspective of Media Convergence

媒介融合与网络公益都是党的媒体做好新时代新闻舆论工作的重要内容,二者融合发展具有一定的实践依据,为我国公益事业高质量发展提供了新的路径启示。媒介融合工作能够赋能媒体网络公益的开展,为网络公益积极拓展“公益+”新边界。然而,媒体网络公益在实施过程中存在数字化创新应用不足、公益文化内涵不足以及组织专业化程度不高等问题,应从挖掘内涵加强公益传播能力建设、借助外力壮大公益专业人才队伍、拥抱技术拓展“公益+”新应用等方面,进一步探索媒介融合工作融入网络公益工作的提升路径。

Media convergence and network public welfare are both important contents of the party's media to do a good job of the news of public opinion in the new era.Their convergence and development has certain practical basis and provides new path inspiration for the high-quality development of China's public welfare undertakings.The work of media convergence can empower the development of public welfare of media and network,and actively expand the new boundary of"public welfare+"for network public welfare.However,in the process of implementing public welfare of media and network,there exist problems such as insufficient application of digital innovation,insufficient connotation of public welfare culture,and low degree of organizational specialization.It is necessary to further explore the promotion path of media convergence with network public welfare from the aspects of excavating connotation,strengthening the capacity building of public welfare communication,expanding the team of public welfare professionals with external forces,and developing new applications of"public welfare+"by embracing technology.