新媒体时代：我国公益活动传播的出路--以“冰桶挑战”为例

摘要

With the rise of the Internet,a variety of social media such as microblogging,WeChat and so on are playing an increasingly important role in social welfare activities. The rise of“ice bucket challenge”in July 2014 in the United States is a typical example of charity in the era of new media. The article explores the advantages of participating in charity for new media with“ice bucket challenge”as a case in point and identifies its prob-lems and proposes strategies to solve the problems,which is the way out for charity in the era of new media.%随着互联网的兴起，各种社交媒介如微博、微信等在社会公益活动中发挥着越来越重要的作用。2014年7月份在美国兴起的“冰桶挑战”就是新媒体时代公益活动的一个典型事例。以“冰桶挑战”为例探寻在新媒体参与的情况下公益活动的优势，找出其问题并提出解决问题的策略，是新媒体时代公益活动的出路所在。