从NGO机构与媒介的互动看公益传播的发展

从NGO机构与媒介的互动看公益传播的发展1中文摘要近年来，NGO机构通过与众多媒体如网络传播，纸媒宣传，校园讲座，手册，海报等与媒介进行沟通、合作，使NGO与媒介之间实现共赢局面，从而促使公益传播朝着更深更广的方向发展。而公益传播，作为逐步被重视的问题得到了学术界的广泛关注。公益传播是指具有公益成分、以谋求社会公众利益为出发点，关注、理解、支持、参与和推动公益行动、公益事业，推动文化事业和社会进步的非营利性传播活动。而NGO机构在公益活动以及促进公益传播方面扮演着非常重要的角色，特别是在公民社会兴起的时代。本文将通过我国近年GNO与媒介互动合作作为背景，并以某些NGO机构（环保NGO）与媒介之间的互动合作案例来探讨公益传播的发展。关键词：NGO，媒体，合作互动，公益传播从NGO机构与媒介的互动看公益传播的发展2ABSTRACTDisseminationofpublicwelfare,agraduallybeingtakenseriouslyasanissuuehasbeenwidespreadconcernintheacademiccommunity.Publicdisseminationisthenon-profitcommunicationactivities,whichattending,understanding,supporting,participatingandpromotingpublicaction,andseekingthepublicwelfareasthestartingpoint.TheNGOplaysaveryimportantroleinpublicserviceactivities,especiallyintheeraoftheriseofcivilsociety.Inrecentyears,NGOhasagoodcommunicationandcooperationwithanumberofmediasuchasnetworkcommunication,newspaper,mediapublicity,campuslectures,brochure.Astheresult,allofthesepromotethedevelopmentofpublicdisseminationandmakeitmoredeeperandbroader.ThethesiswilldiscussessomecasesofthecooperationbetweentheNGO(EnvironmentfriendlyNGO)andmediatoanalyzethedevelopmentofpublicdissemination.KeyWords：NGO，media，cooperation，publicdissemination从NGO机构与媒介的互动看公益传播的发展3目录中文摘要.........................................................................................................................................1ABSTRACT...................................................................................................................................21.绪论...........................................................................................................................................51.1研究背景...........................................................................................................................51.2选题意义...........................................................................................................................51.2.1研究分析当前GNO与媒介之间的互动看媒介的发展状况.....................................51.2.2为其他GNO机构与媒介的结合提供支持.................................................................51.2.3针对公益传播的现状提出建设性意见........................................................................62.NGO与公益传播........................................................................................................................62.1NGO与公益传播..............................................................................................................62.1.1NGO介绍.......................................................................................................................62.1.2公益传播及其发展状况................................................................................................62.1.3我国NGO基本状况.....................................................................................................72.1.4NGO传播方式...............................................................................................................72.1.4.1会议传播......................................................................................................................72.1.4.2网络媒体......................................................................................................................72.1.4.3传统媒体......................................................................................................................82.1.4.4口碑传播......................................................................................................................82.1.4.5印刷品..........................................................................................................................83．NGO机构与媒介互动分析........................................................................................................83.1中国环保NGO与媒体合作情况.....................................................................................83.2媒体在中国环保NGO发展进程中的作用....................................................................93.3环保NGO对媒体的重要性............................................................................................93.4案例分析.........................................................................................................................103.4.1案例一：媒体促动使保护藏羚羊一度“柳暗花明”..................................................103.4.2案例二：“建坝事件”中媒体传递的信息及作用....................................................113.5目前中国环保NGO与媒体互动特点..........................................................................123.5.1借重媒体是环保NGO的重要工作手法...................................................................123.5.2中国媒体“越位”——媒体人员NGO化....................................................................133.5.3NGO成为媒体联系各方的平台.................................................................................133.6公益传播的载体及发展特点.........................................................................................143.6.1报纸公益传播：价值体现趋势..................................................................................143.6.2广播公益传播：弱势转型优势..................................................................................143.6.3电视公益传播：营销彰显价值............................................