【作者】 赵华；

【导师】 曹陇华；

【作者基本信息】 兰州大学 ， 传播学， 2012， 硕士

【摘要】 随着互联网传播技术的发展和网络媒体在中国社会的不断扩散,网络媒体为大部分公众和绝大多数公益机构、组织、企业、热心人士、志愿者、求助者等提供了传播及获取公益信息、慈善信息、救助信息,以及就公益话题进行沟通交流的机会。互联网公益传播伴随着这个大背景迅速蓬勃地发展起来了。本文试图对这种蓬勃发展的传播现象和信息传播活动进行初步探讨,通过分析其特点和问题,对其传播模式进行深入分析,并试图探讨构建更有益于互联网公益传播发展的新传播模式。第一章是绪论,介绍选题背景及意义、研究方法与理论依据、国内目前研究现状和不足以及本文的主要研究内容设想。第二章是对中国互联网公益传播现象做一个概括性的描述。分别阐述了公益传播与互联网公益传播的概念界定,分析了中国互联网公益传播的发展历程和中国互联网公益传播的发展动力,并对互联网公益传播的功能做了简要分析总结。第三章是本文的主体部分。这部分通过分析、比较传统媒体公益传播与互联网公益传播的传播要素构成、传播模式以及各自的传播特点,对现有中国互联网公益传播的模式进行了比较详尽的描述和分析。第四章也是本文的主体部分。此部分通过分析现有互联网公益传播模式下公益传播活动所产生的一些弊端,以及导致这些弊端产生的原因和必然性,确定构建更加合理的互联网公益传播新模式的指导思想,并在最后尝试性地提出了互联网公益传播的多元互动综合传播模式。第五章是研究结论和本文研究的一些不足。更多还原

【Abstract】 With the development of internet communication technologies and continued spread of online media in the Chinese society, network media offer the opportunities for the most of the public and the vast majority of public institutions organizations, businesses, and enthusiastic people, volunteers, callers to access the public information, charity information, relief information and communication on public welfare. The internet commonweal communication developed rapidly and successfully along with the background. This paper attempts preliminary study of this booming phenomenon and information dissemination activities, in-depth analysis its mode of transmission by analyzing its characteristics and problems, and attempts to explore building a new mode of transmission which is more beneficial to the internet public communication development.The first chapter is an introduction, to introduce the background and significance of this issue, descript the research methods and the theoretical basis, the status and the inadequacies of the current research, and the for the main contents of this article.The second chapter is a generalized description of the phenomenon about Chinese internet commonweal communication. Described the definition of commonweal communication and internet commonweal communication, analysis the development process and the development impetus of the Chinese internet commonweal communication, and also made a brief analysis of the function of the internet commonweal communication.The third chapter is the main part of this article. This part describe and analysis the transmission mode of Chinese internet commonweal communication by comparative analysis the spread factor、transmission mode and propagation characteristics both of the traditional media commonweal communication and the internet commonweal communication.Chapter IV is also the main part of this article. The fourth chapter analyzed some flaws in the activities of commonweal communication under cu rrent mode of network commonweal communication. The causality and inevitability of these flaws were explored. To overcome these flaws, a new mode has to be constructed. At the end of this cha pter, an immature mode was suggested, which is multi-dimensional and interactive. The fifth chapter is the conclusions and some shortcomings of this study.更多还原