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微博作为一种社会化媒体,引起了信息传播方式的巨大改变。作为一种能够传播公益理念的平台,微博能够推动体育公益在社会上广泛开展。将体育微公益融入到媒体中,对公众的公益认知产生影响,进而影响公众的行动选择,都有益于体育公益事业的发展。然而微博随意性、匿名性的传播特点,也为体育微公益带来了一定的风险,只有采用合理的运作策略,及时对风险进行防范,才能够促使体育微公益事业健康发展。
Microblogging as a social media, causing a huge change in the way of information dissemination. As a platform to spread philanthropic ideas, weibo can promote the public welfare of sports in the community. The integration of sports micro-public benefits into the media has an impact on the public’s perception of public interest, which in turn affects the public’s choice of actions and benefits the development of sports public welfare undertakings. However, the random and anonymous spread of microblogging also brings certain risks to the micro-public sports. Only by adopting reasonable operation strategies and timely prevention of risks can we promote the healthy development of sports micro-public welfare undertakings.