传播、赋权与公信力:新媒体环境下的公益慈善组织信息公开及其效果研究

摘要

In the era of new media,the communication ability of Chinese charity organizations get greatly enhanced.At the same time,the public's awareness of the supervision on charitable organizations is also increasing,which mainly requires the improvement of information disclosure of the charitable organizations.This study used the method of questionnaire survey and in-depth interviews.It found that the public showed an idealized requirement for the communication channels and information disclosure of the charitable organizations,that factors such as the nature,scale,target groups and business scope influence the charitable organizations' investment in communication and information disclosure,and that there exists a great gap between the public needs and the information disclosure status.%新媒体时代,中国公益慈善组织的传播能力得到较大的提升,同时公众对公益慈善组织的监督意识也日益加强,主要表现为对公益慈善组织信息公开的要求提高.研究通过问卷调查,对在公益信息方面有基本卷入的人群进行媒介使用习惯与公益信息需求调研;同时,对广州地区相对成熟的公益慈善组织进行深度访谈,评估公益组织信息公开的现状及其效果,试图探索新媒体环境下公益慈善组织信息公开情况与公众需求之间是否存在真实差距.研究发现,公众对于公益传播的渠道和信息的公开呈现出一种理想化要求;性质、规模、目标群体、业务范围等因素影响不同公益慈善组织对传播与信息公开的投入;目前公众的需求与公益慈善组织的信息公开现状尚存在较大程度上的鸿沟.