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成都理工大学硕士学位论文我国网络媒介中的公益传播现象研究姓名：王颖申请学位级别：硕士专业：传播学指导教师：肖建春;陈卓20100501I19848201005201044NGOIITheStudyofInternetCommunicationinthePublicinChinaIntroductionoftheauthor:WangyingfemalewasborninAugust1984whosetutorwasProfessorXiaoJianchunandChenzhuo.ShegraduatedfromChengduUniversityofTechnologyincommunicationmajorandwasgrantedtheM.A.DegreeinJune2010.AbstractUntilAprilof2010,thenumberofnetizensinChinahasovertakentheUnitedStatesreached400million,becomingthebiggestInternetusersthananyothercountry.JustfromtheperspectivenumberofInternetusers,thenetworkinChinahasalsograduallybecomeauniversalmedium.Networkisparticularlyimportantforpublicdissemination,especiallyformodernlife,becauseitdevelopsaneweasyway.Basedonthedefinitionofpublicdissemination,definethenetworkpublicdissemination,andanalysistheprocessofnetworkpubliccommunication.Throughmarketresearchtoexplorethebehaviorofaudienceofthenetworkpublicdissemination,andsummarizedthemainformofnetworkpubliccommunication,includingweb-based,blog,advertisingandnetworkgrass-rootsNGO.Comparedwithtraditionalmedia,thenetworkpubliccommunicationhasstrengthsandweakness;researchtheproblemofnetworktransmissionpublicinformation.FinallyItrytomakethefollowingsolution,suchasrefiningthedemandofaudience,usingnetworkgameplatform,introducingthepowerofcompaniesandprotectingtheinstitutionalofpublicwelfareandsoon,andimprovingthedevelopmentofnetwork'spubliccommunication.Keywords:networkmedia;publiccommunication;character;features;problems&countermeasures;11.11.1.11999200919792009203,,,,,2,:2050ACAdvertisingCouncil)3,,,,,,,,,,,,,,1.2,,,,,,,,,,,,”,,,,,4,,20082.98200741.9%22.6%(21.9%)4-12008Fig.1.1theChinesenetizensealeandgrowthratein2000to2008:232009l1.3,,,,,H1N151.412362.120085·12,,,,,,,,,19991015020092009.[J]720085·12,,,,,,,,,,,,,,,,2.22.2.1.[EB/OL]2009-09-20[2009-12-11]://“·”2.2.32.2.4·93.13.1.1,103.1.23-15152009418(CNNIC),3.16287.81.1762008133%,2.7CN1357.2CN2008620%,2006318,,,20082008.[D].2008113.23-13.2.13-1[].20042112302009724·12“”()Web2.02001.2005.://gongyi.sohu.com/20100114/n269584827.shtml13200911720082020092008602008200820103.2009·121—QQhizi1788MSNhizi1788://hizi17881965.spaces.live.com/blog/cns!A57D88497F7F8AD9!10273.entry15AC5·1220073.2.220%BBSQQgoogleQQQQNGO3.2.3publicsphere,16MSNQQ3.3,,,,,120050,GDP0.05%,,,,,[],.1999[J]17200320085·12200926421619215611196848998473.4562454.966.026.5%183.4.120101152010252030015015012812214514226488%53%192022324614712927-36146411416421426426424693%22384%14755%12948%10%21191173935637-36146411416421426419172.3%17365.5%9335.2%5621.2%37264259%10138%13853%223.4.242344.1NGO4.1.11998200353020041028——“”2006419LAM“”Needahand1996100200824U25TOMWeb2.05·122052000940320004.1.2————————·[J]264.1.34274-14-2284-3MSN4294-44.1.4NGO.NGO[J].20094304.2[J].431.[J].[D].:,2008324.34.3.14.3.2.[J]4334.3.34.3.42005.[J].2009(1)344.3.54.3.64.3.7.“”://epaper.rmzxb.com.cn/2007/20070703/t20070703_145897.htm435.=23213365.15.1.124033%5-1.[D].,,200637264659424.6%35.5%5723327.3%12.5%5.1.220059ID10.·1230517616.:=210823191.,=1490&no=10352663&mode=previous3972.3%65.5%39.8%··.[J].2009(10)405.25.2.141·5.2.2,,31.8%20091124CNNIC200920096931200824.8%10-1946.1%4237.2%,,,,Online16PK205.2.3.[EB/OL].2009-11-24[2010-04-01][J].2007(5)://news.sina.com.cn/c/2007-07-31/034013559300.shtml435.2.42010031839QQ1020062000200762.020098QQ10QQ2721266187930://[1].[J].,2009383-86.[2].[J].200811:153-154.[3].[J].20082101-106.48[1].[M].2001[2][J].2007(5)[3][M].2004[4].[J].2003(11)[5].[D].2001[6].[J].2001(2)[7].[D].2004[8].[D]..2004.[9].[M].2001.[10].[M].:2005.[11].[M].2006.[12].[M].2003.[13].[M].1999.[14].[M].:2001.[15].[M].2004.[16]().[M].2004[17]()...[M].2004[18]()..[M].2003[19]()..[M].2004[20],,.[J].20041[21](),.[M].1999[22],.[M].1999[23].[J].19973[24][]··[M].2004[25][]·[M].2003[26][][M].2000[27][J]200612[28]--[M]2003[29][M]2002[30][]··[M]1999[31][M]2002[32][M]1999[33][]·[M]1991[34][]·[M]200249[35]20[M]2002[36]RebeccaBlood.HowWeblogsAreChangingOurCulture[M].Perseus2002[37]RebeccaBlood.PracticalAdviceonCreatingandMaintainingYourBlog[M].Perseus2002[38]Chromatic,BrianAker,DavidKrieger.RunningWeblogswithSlash[M].O’Rei