新浪微博“铅笔换校舍”公益传播现象探析

新浪微博“铅笔换校舍”公益传播现象探析-analysis on the phenomenon of public welfare communication on sina weibos

摘要摘要随着 Web2.0 时代的到来，微博在新媒体中脱颖而出，逐渐成为信息分享、传播和 获取的网络新平台。2009 年 8 月中国门户网站新浪推出“新浪微博”内测版，成为门户 网站中第一家提供微博服务的网站，微博从此正式进入中文上网主流人群视野。随着微 博的迅速发展，一种新型的公益活动形式——微博公益随之兴起，微博公益改变了公益 活动的传播模式，使公益事业由传统的企事业型公益变为人人都可参与的全民公益。微 博公益操作简单、救助形式多种多样、并且具有裂变式的传播速度，能够在最短的时间 内取得最好的公益活动传播效果。本文将采用案例分析法和统计分析法，选取具有典型性的新浪微博的“铅笔换校舍” 公益活动为研究样本，探析微博公益的传播特点、传播路径及传播影响力，并重点关注 微博公益时代意见领袖的构成及其对公益活动的重大作用。关键词微博公益铅笔换校舍传播路径传播影响力AbstractAbstractWith the coming of the Web2.0 era, micro-blog talent showing itself in the new media, has gradually become the information sharing, dissemination and access to the new network platform. In 2009 August China portal website Sina launched the Sina micro-blog beta version, become the portal first micro-blog service website, micro-blog formally enter the Chinese Internet mainstream view. With the rapid development of micro-blog, a new form of public welfare activities -- micro-blog micro-blog rise, the public has changed the public welfare activities spread mode, make the public welfare from the traditional business model for the national public participatory. Micro-blog public simple operation, a variety of forms, and assistance with fission type propagation speed, can achieve the best public welfare activities, communication effect in the shortest time.This paper will use the case analysis method and statistical analysis method, we select the typical Sina micro-blog “pencil for school” public welfare activities as the research sample, the propagation characteristics of public welfare, micro-blog propagation paths and propagation effect, and focus on public opinion leaders of micro-blog era and its important role in public welfare activities.Keywordsmicro-blog publicpencil change schoolcommunication paththe influence of the public interest目录目录第 1 章绪论······················································································································ 11.1 研究背景和意义 ································································································

网址：新浪微博“铅笔换校舍”公益传播现象探析 https://mxgxt.com/news/view/1651100

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