【作者】 王颖；

【导师】 肖建春； 陈卓；

【作者基本信息】 成都理工大学 ， 传播学， 2010， 硕士

【摘要】 截至2010年4月,我国的网民数量已超过美国,达到了4亿,成为了世界上网民人数最多的国家。如果从网民数量的角度来看,网络在国内也已经逐渐成为一种普及化的媒介。网络的发展对于现代生活中不可或缺的公益传播来说尤显重要,它为公益传播提供了一条新的便捷之路。本文在界定公益传播内涵的基础之上,总结出了网络公益传播的概念;描述了其发展现状;详细地分析了网络公益传播的过程;通过市场调查了解网络公益传播的受众对象的行为特点;并在大量的实例中总结了网络公益传播的主要形式,包括网站式、博客式、广告式及网络草根NGO等。通过网络与传统媒体的公益传播的比较,论文分析梳理出了网络媒介在传递公益信息时所存在的一些问题,如公信力不足、尴尬的身份、参与度不足等等。针对这些问题,作者提出了以下解决之道:细化受众需求;利用网络游戏平台;引入企业的力量;策划网络公益活动以及制度上的保障等,其目的即试图改进网络公益传播方式,弥补其不足。更多还原

【Abstract】 Until April of 2010, the number of netizens in China has overtaken the United States reached 400 million, becoming the biggest Internet users than any other country. Just from the perspective number of Internet users, the network in China has also gradually become a universal medium. Network is particularly important for public dissemination, especially for modern life, because it develops a new easy way. Based on the definition of public dissemination, define the network public dissemination, and analysis the process of network public communication. Through market research to explore the behavior of audience of the network public dissemination, and summarized the main form of network public communication, including web-based, blog, advertising and network grass-roots NGO. Compared with traditional media, the network public communication has strengths and weakness; research the problem of network transmission public information. Finally I try to make the following solution, such as refining the demand of audience, using network game platform, introducing the power of companies and protecting the institutional of public welfare and so on, and improving the development of network’s public communication.更多还原