【作者】 陈晓；

【导师】 臧丽娜；

【作者基本信息】 山东大学 ， 新闻与传播（专业学位）， 2022， 硕士

【摘要】 互联网的“去中心化”使得每位使用者都成了公益传播的“节点”,使得公益真正变成了全民皆可参与的公众事业。2008汶川地震后,腾讯和阿里等互联网企业对公益事业的深入参与,让技术和公益事业产生了一种“化学反应”,给中国的公益事业带来了新的活力。在这种趋势的驱使下,各大互联网企业纷纷开展各种特色议题的互联网公益项目,将企业、公众、媒体乃至政府联系起来,推动中国的公益事业得到了“全面参与”的发展趋势。公益传播的类型各式各样,而作为互联网公益项目,组织传播策略对提高互联网公益项目影响力发挥着重要作用,有助于互联网公益项目取得长足进步。字节跳动科技有限公司作为一家互联网企业,成立有企业社会责任部门,致力于公益事业的推行,并于2018年推出“字节乡村计划”公益项目。“字节乡村计划”专注于乡村扶贫事业,自成立以来,通过形象塑造、经济建设和文化传承等行为,为国家脱贫攻坚和乡村振兴战略的实施起到了重要作用,营造全民扶贫的社会氛围,帮助25万多建档立卡贫困人口实现增收,推动了国家扶贫脱贫进程的实施。“字节乡村计划”的公益组织传播策略值得其他互联网企业借鉴,本文对其展开研究,具有一定的现实意义。本文基于组织传播理论,以“字节乡村计划”为例,展开案例研究,深入分析其组织传播策略。从组织结构与组织关系两方面来看,“字节乡村计划”架构起了形象塑造、经济建设、文化传承三种组织传播行为,进而促进其组织传播的效果。本文依据对项目运营人员以及乡村创作者的深度访谈,以及大量的数据抓取和分析,架构起了“字节乡村计划”的主体建构策略和效果提升策略。通过搜集“字节乡村计划”于2020年1月1日至2021年1月1日为期一年,通过其两大传播渠道今日头条和抖音发布的内容数据,详细分析了其组织传播路径优化策略,以此探究“字节乡村计划”成功的原因。最后,结合前文的实证分析,为其它互联网企业同类型公益项目的发展提出三个提升建议:平衡多元主体,深化组织服务;借助平台技术优势,调整组织行为;优化长短结合路径,促进组织发展。本文通过对“字节乡村计划”进行深入研究,探寻和架构其组织传播策略,丰富了学界在互联网企业公益扶贫传播方面的研究,通过对其扶贫经验和扶贫效果进行分析,助推我国乡村振兴战略的进一步实施。也为我国互联网企业公益传播提供良好的案例借鉴,让我国公益事业取得长足进步。更多还原

【Abstract】 The "decentralized" dissemination method of the Internet makes each user a "node" for the dissemination of public welfare information,and public welfare has truly become a public undertaking that everyone can participate in.Marked by the Wenchuan earthquake in 2008,as Internet companies represented by Tencent and Alibaba began to intervene in the public welfare industry more and more deeply,a kind of "chemical reaction" occurred in the combination of technology and public welfare,which made China’s public welfare ecology stimulate a kind of new power.Driven by this force,major Internet companies have successively launched Internet public welfare projects with their own characteristics,connecting enterprises,the public,the media and even the government,and promoting the"full participation" trend of development of China’s public welfare.There are various types of public welfare communication,and the type of organizational communication plays an important role in improving the influence of Internet public welfare projects and helps Internet public welfare projects make great progress.As an Internet company,ByteDance Technology Co.,Ltd.has established a corporate social responsibility department and is committed to the implementation of public welfare undertakings.In 2018,it launched the "ByteDance’s rural plan" public welfare project."ByteDance’s rural plan" is committed to the cause of poverty alleviation in rural areas.Since its establishment,it has played an important role in the implementation of the national poverty alleviation and rural revitalization strategy through behaviors such as image building,economic construction and cultural inheritance.It has played an important role in the implementation of the national poverty alleviation and rural revitalization strategy,and created a social atmosphere of poverty alleviation by the whole people.helping more than 250,000 filed and registered poor people to raise their incomes,promoted the implementation of the national poverty alleviation process.Its public welfare organization communication strategy is worthy of reference by other Internet companies.This article has a certain practical significance to study it.Based on the theory of organizational communication,this paper takes the "ByteDance’s rural plan" as an example to carry out a case study and in-depth analysis of its organizational communication strategy.Under the dual role of organizational structure and organizational relationship,the "ByteDance’s rural plan" has structured three organizational communication behaviors,namely image building,economic construction,and cultural inheritance,so as to promote the effect of its organizational communication.Based on in-depth interviews with project operators and village creators,as well as a large amount of data capture and analysis,this paper constructs the main construction strategy and effect improvement strategy of the"ByteDance’s rural plan".By collecting the content data released by the "ByteDance’s rural plan" for one year from January 1,2020 to January 1,2021,through its two major communication channels Toutiao and Douyin,analyzes its organizational propagation path optimization strategy in detail,in order to explore the reasons for the success of the "ByteDance’s rural plan".Finally,combined with the previous empirical analysis,three suggestions for improvement are put forward for the development of the same type of public welfare projects of other Internet companies:Balance multiple subjects and deepen organizational services;Leverage platform technology advantages to adjust organizational behavior;Optimize long and short paths to promote organizational development.This article explores and constructs its organizational communication strategy through an in-depth study of the "ByteDance’s rural plan",It has enriched the academic research on the internet enterprise public welfare poverty alleviation communication.Through the analysis of its poverty alleviation experience and poverty alleviation effect,it will promote the further implementation of my country’s rural revitalization strategy,and also provided a good case reference for the public welfare communication of Internet enterprises in my country,and made great progress in my country’s public welfare undertakings.更多还原