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本文以深圳大运会志愿服务工作为例,结合组织传播特性和目标体系,通过组织传播的功能研究,理论阐述组织传播和政治动员的关系以及在志愿服务中的政治动员。充分发挥舆论引导的角色,建构受众的集体认同感,进而引导受众行动。组织传播参与大运会志愿服务动员,促进了深圳义工服务机制的建立健全、推动志愿者行动与社会公民观念的形成、有效提升人的文明素质、促进社会的协调发展。但志愿服务管理专业机构和人才资源较为匮乏、应急社会动员的认识不够等方面不足,也使深圳亟须进一步理顺志愿服务领域方面的管理机制。
This paper takes Shenzhen Universiade Volunteer Service as an example, combines the characteristics of communication and target system of the organization, and studies the relationship between organizational communication and political mobilization and the political mobilization in volunteer service. Give full play to the role of public opinion to guide the construction of the audience’s collective identity, and then guide the audience action. Organizing and disseminating volunteers to participate in the Universiade mobilization has promoted the establishment and improvement of Shenzhen volunteer service mechanism, promoted the formation of volunteer actions and social citizenship concepts, effectively improved people’s civilized quality and promoted the coordinated development of society. However, the shortage of professional volunteer management agencies and human resources and the inadequate understanding of emergency social mobilization have also made it imperative for Shenzhen to further rationalize its management mechanism in the area of voluntary service.