Public welfare of public welfare communication

In the new media era, public welfare communication mainly relies on the network, with multimedia expressions including voice, language and animation, and various social media as platforms to publicize non-profit communication activities with public welfare components and promote public welfare actions and social progress. Netizens can discuss and discuss the contents of public welfare activities online, and carry out public welfare activities online or from the Internet. Its essence is the conscious dedication and free gift to the society, and the propaganda is usually the behavior or idea that can represent the interests of most members of society, with the purpose of public interest and improving welfare treatment.

Defects and shortcomings of network public welfare communication mode, website, blog, advertisement and network public welfare communication

(1) The combination of sensationalism and materialization

Public welfare programs are generally divided into three types: documentary for help, competitive reality show and star entertainment. There are different problems in their actual communication and operation. The first category often obtains ratings by exposing the private space of vulnerable groups, equating public welfare with grandstanding and tears, distorting the self-psychology and voyeurism pursued by the audience. The second category, the volunteer's public welfare rescue action is put out for show, and the dedication of love is turned into comparison and material attachment in the form of competitive competition. The third category raises entertainment to an unreasonable height, weakens the elements of public welfare, and instead becomes the footnote of "entertainment to death".

(2) The game between business and public welfare.

Whether it is public service advertisements, public service messages, public service programs or public service activities, public service communication in the new media era has been branded as over-commercialization. After realizing that holding public welfare activities can greatly enhance the corporate image, many enterprises choose to play public welfare advertisements, hold public welfare activities and fund public welfare programs to achieve the purpose of shaping their own image, building corporate culture and expanding their influence. However, enterprises always take getting the maximum profit as the first priority, which leads to the constant swing between commercialization and public welfare in practice and finally gives way to the former.

(3) lack of continuity and branding

As a new form of TV media exploration in recent years, TV public welfare communication activities are widely favored by the public because of its good combination of public welfare and commerce. However, the brand and popularity advantages created by programs are often shelved and not fully utilized, which leads to the limitation of communication effect and the waste of resources.