摘要:微博作为一种新兴媒介平台，已逐渐渗透于人们的政治、经济、文化、生活之中。借助这一平台，最突出的表现之一就是对公益传播的介入。众所周知，公益传播作为社会发展与和谐进步不可缺少的一环，是在社会矛盾日益突出、贫富差距加深等现实社会背景中逐渐凸显出来的。以草根为传播主体的公益传播是全体社会成员参与并受益的活动，在实现社会整合、推动社会发展两方面具有特殊的力量和作用。草根公益传播所倡导的积极的价值观和符合人性的道德规范就犹如一条承载人类共同情感和记忆的纽带，有文化整合的作用，通过对草根微博公益传播机制的研究有利于充分发挥微博积极信息传播的作用。
关键词：微博；公益传播；机制研究；草根微博；舆论领袖
ABSTRACT:As a new media platform, micro blog has been gradually penetrating in people's politics, economy, culture and life.With the aid of this platform, one of the most outstanding performance is the spread of the public intervention. As is known to all, public communication is an important portion of social development and harmonious progress, which is an indispensable part in social contradictions increasingly prominent, it depends on the gap between rich and poor in real social background highlighted gradually. Grass roots as the main body in the spread of good communication is the activity of all the social members to participate in and benefit from. In terms of the realization of social integration, and promoting the social development,grassroots public communication owns special powers and functions. This public spread advocated positive values and conform to the ethics of human nature, it is just as a link to bear common human emotion and memory,effecting the cultural integration.Based on the research of the grassroots micro blog on public dissemination mechanism, it is in favour of giving full play to the role of the micro blog information actively.
Keywords: Micro blog ; Public dissemination ; Mechanism research ; Grassroots microblogging ; Public opinion leader
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