基于校园社会公益项目传播力的实证研究——以华北电力大学为例

目前,公益项目尤其小型公益项目发展缓慢,传播范围十分有限。导致公益项目传播力难以提高的主要因素有:传播主体吸引和影响力不够;传播方式没有充分结合新型媒体;项目宣传时,项目的独特性或是人文因素不突出;支持项目的资金来源较为单一。因此,亟须采取目标明确的针对性策略,来有效提升校园小型公益项目的传播力。

An Empirical Study Based on the Communicative Power of Campus Social Welfare Projects:A Case Study of North China Electric University

At present,the development of public welfare projects,especially small public welfare projects,is slow and the scope of dissemination is very limited.The main factors that lead to the difficulty in improving the communication power of public welfare projects are that the main body of communication is not attractive and influential enough;the mode of communication is not fully combined with new media;the uniqueness or humanistic factors of the project are not outstanding when the project is propagated;The source of funding to support the project is relatively single. Therefore,there is an urgent need to adopt targeted strategies to effectively enhance the dissemination of small public welfare projects.