社会化媒体赋能公益主体价值共创:基础、实践与效果  

Value Co-creation of Charity Subjects Empowered by Social Media: Foundations, Practices, and Outcomes

作　　者：唐范 侯俊东[1] 周荣 Tang Fan;Hou Jundong;Zhou Rong(School of Economics&Management,China University of Geosciences,Wuhan 430074,China)

机构地区：[1]中国地质大学(武汉)经济管理学院,湖北武汉430074

出　　处：《外国经济与管理》2024年第8期120-137,共18页Foreign Economics & Management

基　　金：国家自然科学基金项目(72274185,71874163)。

摘　　要：作为公众“须臾不可离开”的数字情境,社会化媒体已然成为公益主体共创社会价值的重要场景。因此,系统解析社会化媒体赋能公益主体价值共创的过程,有助于充分释放社会化媒体助推公益慈善事业高质量发展的潜力。基于系统梳理相关文献而形成的“赋能基础—赋能实践—赋能效果”分析逻辑,本文首先从可供性视角切入,援引“需求—可供性—技术特征”框架解析了社会化媒体赋能多元公益主体的技术基础;其次,通过归纳公益主体的实践活动,阐明了社会化媒体赋能公益主体的实践体系;最后,通过识别影响价值共创实现的关键资源和总结公益主体获取的价值效果,明确了社会化媒体助推公益主体价值共创的赋能效果。本研究对社会化媒体赋能效应的有益思考,不仅深刻揭示了社会化媒体对公益主体价值共创的赋能本质,也为推进社会化媒体情境与公益情境的融合发展提供了依据。As an inseparable digital context for the public, social media has become an important scenario for charity subjects to co-create social values. Therefore, a comprehensive and systematic understanding on the value co-creation process of charity subjects empowered by social media will help to fully release its empowering potential to promote the high-quality development of public cause. Based on a review of the literature on social media empowering charity subjects, this paper forms the internal logic of “foundations-practices-outcomes”. Following this logic, it firstly starts from the perspective of affordances and analyzes the technical foundation of social media empowering charity subjects by invoking the framework of “Needs-Affordances-Features”. Secondly, it clarifies the empowering practices of social media by generalizing the practical activities of charity subjects. Finally, by identifying the key resources that affect the realization of value effect and summarizing the value effect obtained by charity subjects, it deepens the understanding on the empowering effect of social media.This paper presents useful reflections on the empowering effect of social media, which not only profoundly reveals the nature of social media's empowerment on the value co-creation of charity subjects, but also provides a basis for promoting the integration and development of social media and charity contexts.

关 键 词：社会化媒体 价值共创 公益组织 利益相关者 募捐平台 

分 类 号：F270[经济管理—企业管理]