A study on the mechanism of the formation of micro-blog’s public service communication identity in t ca1835

The new media era micro-blog public communication identity shaping mechanism — the media — people.com.cn source: "Western Journal" in 2016 8 Abstract: the practical significance from the view of new media, was launched in the Sina micro-blog public platform features on all kinds of charity activities with multi subject interaction, interactive, multi-level internal old and new media interactive. Micro-blog’s "big V" and "talent" in the dissemination of public opinion leader role is also evident. So, for the active participation of micro public welfare activities of ordinary micro-blog users, they are in what kind of psychological factors under the influence of these public activities to participate in? In the propagation process of public information, and what is the mechanism of public information diffusion and viral spread? These research questions are the inherent requirements and theoretical reference to the unique communication mode and the phenomenon of the new media. Therefore, based on the Sina micro-blog ALS ice bucket challenge "as a case, through social psychological field theory, the mechanism of shaping identity in new media era in the spread of micro public welfare and problems, in order to promote the better development of micro public welfare, let its social value get wider social identity. Key words: new media era; micro public welfare communication; identity building classification number: G206 document code: A article number: CN61-1487- (2016) 08-2-0058-04 Chinese charitable activities rooted in Confucian China advocated in the traditional culture and humanity of the Mohist, in the traditional media era, the "Spring Bud Plan" Project Hope "" public service activities have been known to the public and social identity. With the rapid development of new media technology, new media viral mode represented by micro-blog brings more opportunities and challenges to public communication. Famous investigative reporter Dunfee launched a "free lunch", a famous investigative reporter Wang Keqin launched a "love clean dust", China Academy of Social Sciences Professor Yu Jianrong launched the "micro-blog crackdown" and other public projects in the public widespread response, provided valuable experience for the public welfare activities in the era of new media organization. Public welfare activities cannot do without the media publicity, the most important of which is in the process of communication to the public of collective identity building, by making the common sense, let people know that micro-blog has micro public welfare platform for the dissemination of public cohesion is very great. All kinds of charitable activities initiated by Sina micro-blog public service platform have the characteristics of multi subject interaction, interaction between the new and the old media, and the interaction between the internal and external layers. Micro-blog "V" and "Master" in the public dissemination of the "opinion leaders" effect is remarkable, then, for the active participation of micro public welfare activities of ordinary micro-blog users, they are in the psychological factors of what the only involved in these public activities in the past? In the propagation process of public information, and what is the mechanism of public information diffusion and viral spread? These research questions are the inherent requirements and theoretical reference to the unique communication mode and the phenomenon of the new media. First, the new media and public interest in the dissemination of new media refers to the rapid development of information technology in the world after 1950s相关的主题文章: