“需求与满足”理论视域中的微博动物保护  

Animal Protection Through the Micro Blog——from the Perspective of “Demand and Satisfaction"

作　　者：赵鹏升[1] 杨国学[1] 

机构地区：[1]武夷学院人文与教师教育学院,福建武夷山354300

出　　处：《西南石油大学学报（社会科学版）》2012年第4期70-73,共4页Journal of Southwest Petroleum University(Social Sciences Edition)

摘　　要：最近,福建"归真堂事件"成为社会舆论关注的焦点,它的上市申请因为动物保护力量微博舆论的巨大影响而变得扑朔迷离,此事件凸显了微博在动物保护运动中的作用。以"受众需求与满足"理论为切入点,分析得出:微博传播具有低成本、高回报、草根性、公益性和公共空间性质的特点。微博已经成为我国动物保护运动的主要平台之一,它满足了动物保护组织宣传动物保护知识、加大保护动物呼声,召集义工、进行善款募捐,分享、交流、参加公益项目等活动的需要。微博动物保护开启了解决动物保护事件的新路径,有效地促进动物保护事业健康发展。The result of Fujian Guizhentang＇ listing application becomes hard to predict influence of micro- blog opinions by animal protection forces. The ＂Guizhentang event＂ because of the tremendous highlights the influence of micro-blog in animal protection movement. Seen from ＂the audience demand and satisfaction＂ theory, micro-blog propagation is characteristic of low effort and high return, grassroots, nonprofit and public space, which makes micro - blog an important media of animal protection. Micro blog helps animal protection organizations in promoting animal protection knowledge, making appeals to animal protection, recruiting volunteers, raising funds, sharing and exchanging experiences of participating in public welfare projects. Thus, micro-blog creates a new path to the animal protection events and will ensure the healthy development of animal protection cause.

关 键 词：“归真堂事件” 微博 舆论传播 需求与满足 动物保护 

分 类 号：C912.63[经济管理]