新媒体环境下的公益传播中英文对照.doc

/ / / / 新媒体环境下的公益传播中英文对照 Public communication under the new media environment in Chinese and English 【摘要】互联网时代构建了新的人际关系网络，微博、数字报刊、手机短信、移动网络、SNS社区等新媒体的兴起正改变着人们接收信息的习惯。新媒体以其交互性、非强迫性、多元性、时空广泛性等特征弥补了传统媒体公益宣传存在的一部分缺陷，在一系列公益事件中发挥出强大的宣传功效，其与公益的结合已成为趋势，而更多更好的结合方式则需要各公益主体在实践中进行不断的探索。与此同时，相关制度与管理体系的不完善、技术手段的局限，使得新媒体公益传播存在一定的问题，需要集结政府、公益组织、媒体等多方力量进行完善与解决。 [ Abstract ] the age of the Internet to construct a new interpersonal relationship network, the rise of micro-blog, digital newspaper, mobile phone text messages, mobile network, the SNS community of new media is changing people receive information habits. New media with its interactive, not forced characteristic, diversity, temporal and spatial extension of traditional media for public welfare propaganda is a part of the defects, to play a powerful propaganda effect in a series of public events, which is combined with the public interest has become a trend, and the combination of more and better to the public subject constantly explore in practice. At the same time, the related system and the management system is not perfect, technology limitations, the new media communication in the public interest has the certain problem, need government, NGOs, media gathered all forces to improve and solve. 【关键词】新媒体，公益传播，互联网，信息， [ keyword ] new media, public communication, Internet, information, 媒体公益传播 Media, public communication 公益传播是指具有公益成分、以谋求社会公众利益为出发点，关注、理解、支持、参与和推动公益行动、公益事业，推动文化事业发展和社会进步的非营利传播活动。大众传媒作为公益传播的载体，在公益传播过程中起着至关重要的舆论导向作用。 Public communication is a public components, in order to seek the social public interests as the starting point, attention, understanding, support, participation and promote public welfare activities, public welfare undertakings, to promote non-profit dissemination activities for cultural development and social progress. The mass media as a carrier of public media, plays a leading role in public opinion critical propagation process. 传统媒体公益传播。传统媒体公益传播往往是以公益广告、公益节目的形式通过报纸杂志、广播电视进行宣传，在相当长的一段时间内传统媒体的公益传播占据了绝对