【作者】 周颖；

【导师】 尹章池；

【作者基本信息】 武汉理工大学 ， 新闻传播学， 2015， 硕士

【摘要】 微博的飞速发展让全中国进入到了“微时代”,而微公益也因为传统慈善组织的信任危机成为了其中一员并逐渐肩负起中国公益活动的大梁。2008年在微博上爆发的“郭美美事件”将中国官办公益组织的代表中国红十字会彻底置于信任危机之中,与此同时自2008年至今国内发生过多次重大灾难事件,从汶川地震到2010年青海玉树地震,从2011年甬温动车事件到2013年雅安地震等,在传统公益组织面临信誉危机以及社交媒体在中国开始广泛普及之际,一种新的慈善捐助和公益动员模式正在构筑。本文的研究正是在这种大的媒介环境和时代趋势下进行的,本文将利用文献调查法、案例分析法,结合框架理论、社会网络理论等来对议题“在灾难事件频发以及传统公益组织信誉受挫之际,微公益是如何起到灾难救助以及社会动员作用的,其社会动员模型如何”进行探究,揭示微公益动员模型在灾难事件中的运作机制,并提出该模型的影响、问题与发展对策,从而充实新媒介、微博传播以及公益动员方面的研究,推动微公益传播的发展,建立健全的微公益动员机制以及广泛传播公益意识,促进灾后公益事业的发展。本文的研究将分成以下几个部分来进行:第一章为绪论,包括研究的目的和意义、微公益相关文献综述、相关概念界定、研究方法、研究创新点与难点。第二章以框架理论作为理论依据,对灾难事件中微公益动员的多元主体:公益组织、微博平台、微博用户以及政府部门进行分类并图绘其多边关系,揭示其框架特征;在案例方面,通过对搜集的微博案例及文本进行句法、修辞以及主题等方面的分析,试图回答各个主体在微公益活动中的社会功能以及多元框架下各主体的博弈关系。第三章利用社会网络理论、情感与需求理论分析灾难事件中的微公益动员机制,通过对比常态事件与灾难事件中的微公益动员活动,绘图描述微公益动员模型。第四章提出该微公益动员模型的影响:一方面转变公益格局;另一方面撬动政府公共决策。指出其在践行的过程中存在的问题:动员模型系统化、制度化不足;动员信息规范化、真实性欠缺。最后提出相应的发展对策:从微博平台入手,实行实名认证;提高微博用户的媒介素养;实现公益组织的透明运作;政府部门应强化规范管理。第五章结语,立足中国历史土壤及现实语境,对灾难事件中的新型公益动员模式作出现实的批判与对未来的展望。更多还原

【Abstract】 As a representative of the era of web2.0, Weibo which is similar to other network platforms, has set about to be involved in the social public affairs with its unique advantages for public to grasp opportunities to participate in social supervision, sending and receiving messages and constructing environment as well.The outbreak of the "Jocie Guo incident" in 2008 completely put the Chinese official public organizations, the Red Cross of China, into the mess of credibility crisis. At the same time, there had been a series of major domestic disasters since 2008, such as the earthquake in Wenchuan, the Qinghai Yushu earthquake in 2010, the Ningbo EMU incident in 2011 and the 2013 Ya’an earthquake, which all contributed to the circumstances that the traditional welfare organizations were facing the credibility crisis and social media in China were becoming publicly available. A new charity and public mobilization model was under construction and Micro Public Welfare communication was quietly changing our media ecology and mode of public welfare undertakings.This study is carried out in such a general media environment and historical background. This paper will utilize the Frame theory, Social Network theory and the theory of Emotion and Needs to analyze the mobilization model of Micro Public Welfare in disaster events. The research will be divided into the following parts: the first chapter is the introduction including research purpose, research significance, related literature review, the definition of related concepts and research methods. The second chapter is to classify the multi-subject of Micro Public Welfare mobilization in disasters, analyzing the multi-subject by utilizing Frame theory, so as to reveal its characteristics and inner relationships. The third chapter will construct Micro Public Welfare mobilization model and analyze its core mechanism via using Social Network theory and the theory of Emotion and Needs. The fourth chapter is intended to propose the effects and problems of this particular mobilization model and give some feasible suggestions. The last one is to give a brief summary.更多还原