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慈善文化是慈善事业能够长期稳定发展的支撑和动力。自2011年以来,慈善文化在微博平台上得以广泛传播,启蒙了公众的慈善意识,并成功培育了众多微博慈善项目,如“免费午餐”、“大爱清尘”、“爱心衣橱”、“顺风车”、“暖流计划”等。尽管当下有不少人质疑微博活跃度下降,认为微信将很快取代微博。但事实上,微博公共、开放以及核裂变式的传播方式决定了其媒体属性较之微信更加鲜明。微信由于其圈内好友的私密分享和传播的相对封闭性,在重要议题的扩散性传播方面明显不如微博。微博作为公共信息传播平台及舆论阵地的核心地位并未改变。当下,中国慈善事业的基础还很薄弱,全民慈善意识还需启蒙,现代慈善理念、技术、方法等均需要普及,而微博仍是目前慈善
Charity culture is the support and driving force for long-term and stable development of charities. Since 2011, the charity culture has been widely disseminated on the Weibo platform, enlightening the public awareness of charity, and has successfully fostered a number of Weibo charity projects such as Free Lunch, Free Love, “Love wardrobe ”, “smooth windmill ”, “warm flow plan ” and so on. Although many people nowadays have questioned the decline of Weibo activity, we believe WeChat will soon replace Weibo. However, in fact, weibo’s public, open and fissile modes of communication determine its media attributes are more distinctive than WeChat. WeChat due to its private friends in the circle of private sharing and dissemination of the relatively closed, the proliferation of important issues spread significantly less than Weibo. Weibo as a public information dissemination platform and the core position of public opinion has not changed. At present, the foundation of philanthropy in China is still very weak, and the universal philanthropic awareness still needs enlightenment. The concepts, technologies and methods of modern philanthropy need to be popularized, and weibo is still the current charity