儿童权益维护类微博公益传播机制分析.docxVIP

作为一种新兴的互联网技术和传播交流方式，自2006年微博上 线，便以摧枯拉朽的姿态扫荡世界。每一个用户通过它了解社会、感 知社会、参与社会。短短几年时间便在提供多元信息、改变传统社会 交往方式、打破传统媒介话语垄断、促进官民政务互动等方面掀起了 一场前所未有的“微革命”。 伴随着微博崛起的，是微博公益传播的发展和壮大与公众公民意 识的不断增强。尤其当涉及儿童这一弱势群体，他们是一个国家发展 和成长的脊梁和主力军，却屡屡受到侵害。从于建蝶“随手拍照解救 乞讨儿童”到邓飞“免费午餐”、“大病医保”，从王凯“爱心衣橱” 到梁树新“铅笔换校舍”，微博传播以其草根性、开放性、互动性, 以及参与成木低、渗透范围广的优势，迅速成为全社会参与维护儿童 权益不受侵害的新平台。 与此同时，传统公益爆发丑闻，深陷信任危机；电视、广播公益 项目怀抱明星效应，“娱乐至死”；尚待完善的法制体系使得在儿童 保护方面仍存在很大的“灰色地带”。借助微博，每个个体都成为施 善者，“关注就是力量，转发就是参与”，身边的孩子可能就是受保 护的对象，这突破了传统的公益模式，宣告了 “全民公益”时代的到 来，更让公众看到了微博在保护儿童方面起到的巨大作用、对公益传 播的改变和影响。 本文在界定儿童权益维护类公益微博传播及分析其背景的基础 上，通过对典型案例的研究，着重探析其在传播主体、传播内容、传 播路径等要素上产生影响力的独特机制。本文最后总结了儿童权益维 护类微博公益传播的社会效应及在发展过程中遇到的问题，并提出可 行性建议。 关键词：儿童权益维护；微博；公益传播；传播机制 Abstract Weibo has been sweeping the whole world as a newly burgeoning Internet technology and a rising form of communication in an overwhelming tendency since 2006 when it was put into use. Users of Weibo get themselves informed of what is going on around the world and participate in social affairs in which they can express themselves by means of having a Weibo account. A revolution that never happened before has been brought by Weibo in the domains of providing pluralistic information, changing the traditional forms of social communication, dispelling the monopoly of utterance by orthodox media and encouraging the interactions on policy between civilians and officials in just a few years. The commonweal through Weibo and the civic consciousness also share a sharp rise in correspondence with the appearance and development of Weibo, especially when it comes to children who have been regarded as the future of our country but also who are vulnerable to and should have been protected from kinds of hurt. Weibo has rapidly become a brand new medium where the whole society takes part in the maintenance of childrens rights away from tort in that Weibo has easy open and interactive access to ordinary people with its low cost and its wide scope of spreading. Meanwhile the traditional commonweal is trapped in