互联网公益传播:基于DART价值共创模型的策略分析  

Internet Public Welfare Communication:A Strategy Analysis Based on the DART Value Co-creation Model

作　　者：张殿元[1] 王佳玫 ZHANG Dianyuan;WANG Jiamei(School of Journalism,Fudan University,Shanghai 200433,China)

机构地区：[1]复旦大学新闻学院,上海200433

出　　处：《山西大学学报（哲学社会科学版）》2024年第3期58-67,共10页Journal of Shanxi University(Philosophy and Social Science Edition)

基　　金：国家社科基金重点项目“新媒体文化对新时代中国创新型发展的理论支援和实践路径”(21AXW010)。

摘　　要：在当今互联网时代,基于技术赋能的网络公益传播呈现出时空一体的全场景渗透、多元主体的超议程设置、公开透明的公益话语交互等鲜明特征,同时也存在作秀性质的“闪客公益”以及伦理失范、信息失真和公信力缺失等现象。针对影响互联网公益传播的问题,文章基于顾客主导逻辑的价值共创DART模型,提出建设多交互、易获取、低风险、高透明的价值共创环境,探讨价值共创视角下网络公益传播策略,分析科技赋能视域下的网络传播趋势。In today's Internet era,technology-enabled online public welfare communication presents distinct fcatures such as full-scene penetration of space-time integration,super-agenda setting of multiple subjects,and open and transparent public welfare discourse interaction.At the same time,there are also show-making"flash public welfare",ethical anomy,information distortion,and lack of credibility.In view of the problems affecting the Internet public welfare communication,and on the basis of the value co-creation DART model based on customer-led logic,this paper proposes to build a value co-creation environment with multiple interactions,easy access,low risk,and high transparency,discusses the network public benefit communication strategy from the perspective of value co-creation,and analyzes the trend of network communication from the perspective of technology empowerment.

关 键 词：互联网 公益传播 DART模型 策略 

分 类 号：G206.4[文化科学—传播学]