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《中华人民共和国慈善法》第八十八条第三款规定:“广播、电视、报刊、互联网等媒体应当积极开展慈善公益宣传活动,普及慈善知识,传播慈善文化。”由此,开展慈善教育成为媒体义不容辞的法定责任。网络社会的崛起和微慈善的出现,丰富和发展了媒体开展慈善教育的途径和方式。媒体应该灵活运用网络社会带来的新媒体传播的特点,综合使用传统媒体传播途径和微时代的传播工具进行慈善教育,充分发挥各自的优势,促进人们慈善意识的提升,履行自身的社会责任,促进人人慈善的实现。
Article 88, paragraph 3, of the Charity Law of the People’s Republic of China stipulates: “Broadcasting, television, newspapers, the Internet and other media should actively carry out charity publicity activities to popularize philanthropic knowledge and spread philanthropic culture.” Charity education becomes the unqualified legal responsibility of the media. The rise of online society and the emergence of micro-philanthropy have enriched and developed the ways and means for the media to carry out charity education. The media should flexibly utilize the characteristics of new media communication brought by cyber-society, comprehensively use traditional media and micro-era communication tools to carry out charity education, give full play to their respective advantages, promote people’s awareness of charity, fulfill their social responsibilities, Promote the realization of charity for all.